TBS HBCU CASH OUT CONTEST™

UGC Contest Management & Execution | Partnerships | Editing | Motion Design

The Challenge

To launch Black History  Month, TBS hired Pop’N  Creative to produce an authentic, one-of-a-kind initiative that would uplift  AA consumers, create better brand awareness with AA viewers and help launch their D&I efforts authentically.

The Approach
Pop’N producers created an immersive HBCU social media contest entitled “TBS HBCU Cash Out™” that asked recent HBCU grads to record a creative video sharing how their HBCU helped them achieve their dreams for a chance to win $25,000.00 to help pay off their student loans.

In addition to creating and executing the contest, Pop’N developed an influencer campaign that included influencer sourcing, negotiating and management for celebrity and lifestyle influencers, as well as recaps and reporting of metrics. Pop’N also developed and executed the press strategy to promote the contest and create brand awareness.  

To wrap up the campaign, Pop’N produced a virtual shoot with celebrity endorsers and winners to create social-first and linear content for exclusive release on a national morning show, followed by a wider release via press and TBS platforms.

The Results
The benchmark of success for UGC entries was 100, and we achieved 178 entries total. Pop’N also secured national media coverage across Blavity.com and Cheddar News. The campaign delivered over 6.9M impressions across 21 celebrity and lifestyle influencers’ social pages, creating greater brand awareness with AA viewers for TBS.