OBJECTIVE: KRSHairGroup wanted to engage the hair and beauty trendsetters attending Historically Black Colleges and Universities (HBCUs) by rewarding good students with the gift of great hair.
TURN TO THE BSIDE: We identified seven current student YouTubers who attend Spelman, Howard, Hampton, Langston, and Prairie View A&M to feature natural hair clip ins. Each influencer was also tasked with alerting their fans and HBCU students who have achieved a 3.5 GPA for the fall 2017 semester about a $50 discount on KRSHairGroup products.
THE RESULT: KRSHairGroup has successfully introduced their products to a very influential community of students gaining new customers who allow the brand to achieve preference and brand loyalty among HBCU students. This #GoodGradesGreatHair giveaway runs until March 1, 2017.
There is no way I could have received the massive increase in sales as well as gain new/loyal customers for my products without the unique program provided by the BSIDE Agency. My marketing dollars were well spent and I learned more about a niche YouTube community that favors and will support my brand.– Quote from KJ Sandifer, Principal Owner of KRSHairGroup
OBJECTIVE: Internationally known beauty brand, Sephora, wanted to
1. Drive awareness that Sephora carries curly hair care products and brands.
2. Build brand awareness for the curly brands carried by Sephora.
3. Acquire new clients in the Curly Hair category, increasing Sephora’s in-store and online sales.
TURN TO THE BSIDE: The BSIDE Agency identified key beauty authorities for curly, coily, and tightly coiled hair care —@Naptural85, @SunKissAlba, @Luhhsettyxo, and @NaturalMe4C—drove mass awareness on YouTube, Twitter, Instagram, Tumblr, and Facebook. They also promoted Sephora as the new home for all of the best curly hair products, with purchase links included in their video descriptions. Additionally, Internet celebrity @LoveBScott spread the word about the campaign to his predominantly African-American female fans and LGBT followers. The campaign concluded with a takeover of Sephora’s SnapChat account by @SunKissAlba.
THE RESULT: The Sephora 360 Curly Hair campaign generated over 500,000 views on YouTube. Products featured included: Madam CJ Walker, DevaCurl, Briogeo, and Bumble & Bumble. The campaign was also picked up by New York Magazine, Refinery 29, and Mic.
OBJECTIVE: The magical and comic geniuses of Disney and Marvel are no strangers to influencer marketing. They wanted to create awareness about the theatrical release of Doctor Strange among the African American gaming community.
TURN TO THE BSIDE: BSIDE Agency teamed up with THAUrban for this promotion and selected RunJDRun to create a gamer video focused on the theme of what it would be like to have time travel powers as a art of a PR initiative. YouTube fans were engaged by the game play and skills of RunJDRun as he traveled back in time to play various old school marvel games. His audience was encouraged to share their own stories of what they would do if they had time travel powers like Doctor Strange
THE RESULT: Disney/Marvel's Doctor Strange debuted at number 1 in the U.S. box office bringing in $85 million domestic US debut ($325 million worldwide)
OBJECTIVE: Global media leader Sony Pictures Entertainment had two goals for the theatrical release of The Magnificent Seven (2016):
1. Drive awareness about The Magnificent Seven
2. Encourage African-Americans to see the film
TURN TO THE BSIDE: In conjunction with Terry Hines & Associates - THAUrban, the BSIDE Agency devised a multi-platform strategy for Sony Pictures. BSIDE engaged 6-member-male-comic-group, Dormtainment, to promote the September 23, 2016 theatrical release of The Magnificent Seven. Dormtainment—who has over 1 million fans across all social media platforms, and appeals to young African-American audiences—hosted a sold out advance screening of the film at the Cinemark 18 in Los Angeles and activated a 4-part Instagram photo series where they went on the hunt for a 7th Dormtainment member using a dedicated #SQUADGOALS hashtag.
THE RESULT: Sony Pictures remake of The Magnificent Seven debuted at number 1 in the U.S. box office, bringing in $35 million in its opening weekend. Online, the Instagram campaign photos generated positive engagement from fans and followers.