CASE STUDY:
INSECURE
Series 1
TASK
Launch the new HBO Original Series Insecure with an African-American targeted, integrated marketing campaign.ANSWER
A full integrated campaign that included:- Insecure: The Block Party brought the community culture captured in the series to Brooklyn in an experiential activation with food, performances, and swag.
- Nail salon partnerships in DC and Atlanta were “Fleek AF.”
- Launched MyBathroomMirror.com, an interactive microsite engaged fans with recaps, podcasts, and video content including the viral “Broken Pussy” music video.
- A substantial HBCU screening program targeted millennial African Americans, particularly young women.
RESULTS
- Over 150 Million African American impressions
- 35% of Insecure’s premiere audience was African American, the highest segment composition fo any HBO Original Series ever