BLACK HISTORY MONTH
CLIENT: hmegrwn
Experiential / Copywriting + Creative Direction / Education
CHALLENGE:
After hmegrwn’s soft launch, our first initiative was to introduce new audiences to our brand through the creation of educational and cultural content primarily focused on Black History Month. In hmegrwn’s first month on Instagram, we wanted to generate awareness of our commitment to educating and empowering the next generation of black achievers.
STRATEGY:
Highlight the achievements of select black leaders and innovators through a unique content experience that both educates and engages our fans.
IDEA: hmegrwn x BHM
Create a series of graphic collages around a select group of black Leaders, Entertainers, Athletes, and Artists. Each collage showcases brief inscriptions that call attention to the accolades of each individual.
RESULTS:
Since the beginning of our BHM campaign, hmegrwn has achieved an 85% lift in profile awareness and a 75% increase in Instagram post engagement.
On a personal note, I am honored to have gotten to work on a project so close to my heart. These are individuals who have been my heroes since I was a child and getting to help showcase them in a new and unique light was a true pleasure.
