ABC The Mayor                                                                                                   Other Projects

October 2017

Challenge:
Reach African-Americans through targeted promotions and outreach by
hitting key cultural touch points such as AA barbershops and beauty salons to garner support for show's campaigns.

Solution: 
Understanding the cultural significance of  beauty salons/barbershops as a way to drive buzz and WOM within the African-American community, WPE activated selected beauty and barbershops in the top 5 AA markets across the nation. Beauty and barbershop activations included customized ‘in-store’ events to enhance the salon/barbershop experience for AA patrons as well as street teaming activities to increase awareness and excitement for The Mayor television series.

Tactics:
To promote the ABC The Mayor series and to highlight the shows storyline , our salon ambassadors distributed The Mayor branded premium assets (designed and developed as custom pieces for salon distribution) to top barbershops and beauty salons . The branded swag and subsequent distribution were an effective way to reach a captive AA audience, while organically messaging about The Mayor series through branded premiums. The branded swag items served as a conversation starter and buzz driver the shows theme.

Salon Takeovers and Screening Parties
The top AA barbershops and salons in each market hosted advance screening takeover events in support The Mayor show. This was an opportunity to have a front row seat and appeal to a segment that yields tremendous influence in shaping the overall urban AA male and female consumer.

WPE “eventized” the activations by creating the consumer engagement opportunity for men and women to get pampered and watch the pilot show of The Mayor . The screenings included key tastemakers, influencers and social media to spread the word about The Mayor advance screening experience. To target African-American males and females, an important consumer segment for the show, WPE “took over” top beauty salons and barbershops across the nation to host an exclusive The Mayor experience. Each salon takeover included special event elements such as: free hairstyles, haircuts, food and drinks, screening opportunities and more.

RESULTS
Driving Conversation in the Community Shared over 5,000 times on Facebook, Instagram, twitter and ‘liked’ by over 100,000 fans, The Mayor beauty and barbershop experience was a hit with AA audiences. The Beauty and Barbershop campaign received over 2.9 million impressions to date.

 

 

 

ABC The Mayor

 

ABC The Mayor

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