black panther
With the advent of Marvel Studios' blockbuster hit Black Panther, BET sought to position its brand as a voice in conversations related to the film. The goals were to:
Increase the network's relevence to viewership demographic
Create/facilitate conversations around the importance of Black Panther to BET's core audeience
Secure partnership/sponsorship opportunities
Contribute to BET Digital's content success metrics (video views & user engagements)
There were strict budget constraints, which meant that leveraging Viacom's design/production resources was largely out of the question.
While gathering insights, I uncovered a few key truths:
- Most of our audience would be experiencing the hero Black Panther for the first time with the release of the film
- Nostalgia is an impactful way for us to connect with our audience (as evidenced by engagement metrics on historic content pieces)
- The Gen Z cohort knew the network almost exclusively through its digital presence
- Our entire audience looked to BET as a touchpoint during major cultural moments
Based on these findings, I proposed a pre-emptive campaign revitalizing the Marvel x BET produced Black Panther animated series. Although we were unable to get the content out ahead of the film's release, the post opening week campaign generated major wins:
