CASE STUDY:

ALL THE WAY







TASK

Generate a strategy for a screening event that successfully displays the social and political themes around the Civil Rights Act of 1964 and grounds HBO’s upcoming film All The Way with contemporary relevance.

ANSWER

Build a network of creative, yet intellectual influencers with engaged followers in the African-American community eager to rouse engagement about the film, the Civil Rights Act, and its legacy.

Design and execute an interactive screening and panel discussion that analyzes the intersection of politics and activism, moral antics and moral authority, and the realities of civil rights today, as depicted in All the Way, catering to influencers in our target audience.

RESULTS

  • On Twitter alone, mentions of #AllTheWay (data captured from 5/17 to 5/23) exceeded 728K impressions
  • Photos and videos on Instagram using #AllTheWay accrued over 414K impressions
  • In total, #AllTheWay garnered over 1.1MM impressions
  • Press coverage of the event included over 40 organic media placements, resulting in a cumulative total of 177.9MM press impressions