BET – Being Mary Jane

BET’s No. 1 show stars Gabrielle Union as a savvy news anchor navigating her personal and professional life. We were tapped to guide creative strategy, develop assets for social campaigns and handle community management. Our expertise in multicultural marketing allowed us to engage the show’s target audience, African-American women, while consistently broadening the show’s reach across demographics.

Tapping into the “Black Twitter” phenomenon, we created a uniquely engaging Twitter persona. With Union’s Mary Jane as a muse, we were able to relate to our audience and organically insert the show into ongoing cultural conversations. The impact was enormous, and engagement continued to grow throughout the season.

In one month:

  • Twitter engagement increased 4%
  • Instagram engagement increased 13%
  • impressions across social platforms increased by 7.92M
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