The Last OG                                                                                                       Other Projects

Challenge:
TBS tapped Wil Power Entertainment to maximize awareness around the highlyanticipated The Last O.G. television series. We developed and executed an African
American targeted campaign including beauty salon and barbershop influencer outreach,
experiential activations and social media management.


Solution: 
Understanding the cultural significance of beauty salons and barbershops as a way to drive buzz and  WOM within the African-American community,  WPE activated selected beauty and barbershops in the top AA markets across the nation. Beauty and barbershop activations included customized ‘instore’ merchandising to enhance the salon  experience for AA patrons as well as street teaming activities to increase awareness and appointment viewing for The Last O.G. series.


Salon Takeovers and Screening Parties
To promote The Last O.G. and to highlight the shows storyline , our salon ambassadors distributed branded premium assets (designed and developed as custom   pieces for salon distribution) to top beauty salons and barbershops in key markets . The branded swag and
subsequent distribution were an effective way to reach a captive AA audience, while organically messaging about the television sitcom through branded premiums.

The branded swag items served as a conversation starter and buzz driver of the shows theme.

Social Media Strategy
Tasked with coordinating salon social media, we developed a curated list of beauty salon influencers with engaged fan bases that aligned with The Last O.G's target demographic. To maximize reach, we worked with salon influencers to develop creative
concepts that felt authentic to their fans.


RESULTS
The Last O.G. Premieres as #1 Comedy, Biggest Cable Comedy Debut Since 2015 Strongest TBS Original Premiere Ever Tracy Morgan’s Comeback Delivers 1.8M Total
Viewers, 882K P18-49 in LSD; Projected to Hit 1.25 Million in L7

Driving conversation in the community
Shared over 20,000 times on Facebook, Instagram, twitter and ‘liked’ by over 500,000 fans, The Last O.G. beauty and barbershop experience was a hit with AA audiences.

The campaign received over 4.5 million impressions to date.

The Last OG

 

The Last OG

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