Driving Viewership for BET Networks’ Black Girls Rock ™
The Challenge
Develop and execute a strategic PR campaign for BET’s Black Girls Rock ™ Awards Show that will diversify the network’s earned media coverage beyond Black media, significantly expand its general market/”mainstream” coverage and increase overall show viewership.
The Strategy
- Ideated, managed and executed a series of tune-in, on-site and post-show, media-focused events, including: a pre-show “Shot Callers” dinner for Black women influencers, red carpet management for 100 plus confirmed press outlets, and a “Bloggers and Bubbly” screening and premiere night event.
- Leveraged Black Girls Rock™ Founder Beverly Bond, BET Networks’ CEO Debra Lee, Celebrity honoree Kerry Washington, host Tracee Ellis Ross and presenter Eva Longoria to generate high-impact media opportunities in target, mainstream media outlets.
The Results
- Secured over 480 million media impressions from tune-in and post-show media coverage, including placements in mainstream outlets such as E! News, Access Hollywood, CNN, US Weekly, USA Today, InStyle, Washington Post, The New York Times and many others.
- Contributed to the show premiering as the number two viewed show on cable television for that night.
- Played a key role in the show generating more than $300 million additional dollars in AVE (Ad Value Equivalent) for key sponsors and advertisers.
Industry/Sector:
MULTIMEDIA
Service:
Media & Celebrity Relations, Red Carpet Management
Client: