Creative Direction | Campaign Development + Management | Press Outreach | Paid Social
To commemorate Black History Month, Freeform wanted to go deeper than peanuts and super soakers and celebrate the rich and multicolored definition of blackness.
In this original Freeform series “Black People Like…”, Freeform invited a crew of actors, comedians, writers and influencers (Ira Madison III, Hayley Marie Norman, Moni Oyedepo, Ify Nwadiwe, Chanelle Graham, Willie Macc) to explore what “blackness” meant to them and how the world challenged their definitions when they fell in love with some stereotypically “non-black” things.
Our goal was to build awareness for Freeform’s original digital series and drive video views, while ensuring the complicated and controversial message landed correctly with press and consumers.
The campaign delivered 200,000 video views across Freeform’s Social platforms. And, we secured more than 12 press hits, including top AA outlets like The Grio and Bossip.