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:

40.3 million views
(across FB & YouTube)

over 60K

shares (on FB)

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