Viacom CBS
When it comes to Black culture, majesty is magic. Set against the backdrop of the global pandemic and Black Music Month, the country may have been social distancing, but the culture could not be quarantined. PMM had the opportunity to create unique digital engagement with an ecosystem around three key strategic execution pillars – Culture Call to Action, Influencer Marketing and Engagement.
OUTCOMES: In anticipation and amplification of the 2020 BET Awards, select social influencers and celebrities were strategically integrated in cross-functional, social-based promotions, all with the objective to set the stage for the award show, impact and engage talent and fans and enable local support to Black-owned businesses.
RESULTS: The Cultural Kit was sent to 26 social influencers & celebrity talent including 8 black-owned businesses: Detroit vs. Everybody, The Water Dancer by Ta-Nehisi Coates, PMM Promotions, Uncle Nearest, Bougie Candle Box, The Lip Bar, #CultureTags, Buttah Skin.
