FOX EMPIRE Other Projects
Reach African-Americans through targeted promotions and outreach by hitting key cultural touch points such as beauty salons and barber shops to garner support for the television shows campaign.Solution:
Understanding the significance beauty salons/barber shops as a way to drive buzz and WOM within the African-American community, Wil Power Entertainment activated select beauty salons in top AA markets across the nation. WPE developed and executed a multi-tired urban salon campaign that taped into the lifestyle and culture of the AA audience. WPE utilized field teams to deliver branded promotional items from the Empire show. We distributed t-shirts, branded ear buds, compact mirrors, and posters.
- Over 20 million impressions delivered
- 500,000 consumers reached in beauty salons in 10 markets
- Empire premiered to 9.8 million viewers and 3.7 rating among adults 18-49
- Empire now is the highest rated show on Fox in over 3 years and has shattered ratings records that stood for more than 23 years.
Wil Power knows the urban audience and executes a great targeted promotion. We could not be happier with the chatter and excitement they created for our show. We look forward to working together again in the future!
Kristina S., FOX Broadcasting Company