THE SOUL MAN                                                                                                         Other Projects

June- 2012 

Challenge: 
TVland needed a creative way to reach new AAW viewers 25-54 

Situation Analysis: 
TVland had a few obstacles to overcome when promoting The Soul Man program. First they did not specialize in original programming or African-American sitcoms. 

Solution:  
WPE designed a multi-tiered urban salon campaign that tapped into the lifestyle and culture of the African-American female audience. 

Tactics:
     Over 500,000 consumers reached through 3,000 beauty salons in 10 markets
     Generated excitement through stylists handing out over 150,000  branded nail files.

Results: 
     The Soul Man averaged a strong 4.89 among AA aged 25-54, making up 66% of the 25-54 audience
     “Appointment Viewing” averaged a 0.61 AA A25-54 rating (this nearly doubled from the 0.32 AA rating for “Ray” at 9, meaning AA viewers showed up early for Soul Man. 
     Among AA Women 25-54, Soul Man scored an even stronger 6.05 rating, making up 70% of the 25-54 audience. 

Soul Man became the second highest rated TV Land original series EVER
 
Tactics:

The Soul Man

 

Soul Man

Hi Wil,

Great news...
Last night's premiere was a ratings hit! We wanted to share the exciting news with you and thank you for being part of this successful launch! We are happy the multi-market salon promotion has offered us added exposure to our target audience!
C. S.
Senior Director, Marketing
TV Land | Viacom Media Networks

Loading...
Previous | Next
Loading...