Award-winning playwright, Trey Anthony introduced her 4-time NAACP award-winning stage play, ‘da Kink in My Hair’ starring Melanie Fiona, Angie Stone and Terri J. Vaughn for the first time to the Atlanta market. Our agency was sourced to developed a publicity campaign that included traditional and non-traditional public relations, media buying, digital / traditional marketing, and event planning and social media. Our goal was to not only produce a campaign that was provocative, fun, sexy, entertaining, yet smart, but raise awareness around Trey Anthony and ‘da Kink in My Hair’ brand in the Atlanta market.
Tactics included aggressive outreach to various publications and bloggers in lifestyle, theatre, arts, entertainment and beauty. We created a social media campaign that engaged our core niche market of African-American women and planned a salon tour to several high-profile salons in the Atlanta market. We managed key media buys which included radio, online and television.
Results? Three sold out shows, over 15 million impressions resulting from media coverage, media buys, email marketing and social media (Twitter and Instagram), secured $11,000 TV Ad sponsorship from Aspire TV, secured $3000 media sponsorship from Rolling Out Magazine network, ‘da Kink in My Hair’ social media presence grew by 100% and included a weekly online campaign and contest and ticket give-a-ways with bloggers, secured venue for opening night after party, celebrity attendance opening night and secured talent to host Saturday and Sunday.
Industry:Entertainment – Theatre
Services:Public Relations, Media Buying, Experiential, Digital, Strategy, Influencer Engagement