The Crib Around The Corner for AT&T TV/ DIRECTV

Background

We set out to move Black creators to the forefront of the collab house trend. 

We wanted to demonstrate that there is not only a moral imperative to contribute to anti-racism by supporting and promoting Black creatives, but also a real business opportunity when you allow them to authentically connect with their audiences on behalf of your brand. 

Challenge

In partnership with a Black-owned influencer management company, we connected five of America’s young, unproven but multidisciplinary creators. 

With hands-on mentorship around industry practices, financial planning, and creative production, we’re not only procuring sponsorship dollars, but mapping out a path for career longevity.

Objectives

- Propel 5 emerging talents into the creative success they’ve earned. 

- Create advertising that actually serves GenZ.

- Liberate their creativity. Eliminate brand briefs and simply ask them to make content they know their audiences want. 

Idea

A Fortune 10 company - AT&T TV - became patrons of our house.

It was their always-on content solution for TikTok, generating 10 videos per month, with halo content on Instagram and Twitch. 

This allowed AT&T TV to move at the speed of culture. Content strategies were executed in a matter of hours and the best work produced when the talent made their own creative decisions. 

Strategy

Audience

Our target was Gen Z on TikTok. 85% of users learn about brands/products from social media. 72% are more likely to buy from a company with a strong purpose.  (Marketing Dive)

Relevance

Gen Zs quickly reject inauthenticity and performative collaborations.
The launch took place during Black History month, but we didn’t specifically call BHM out. 

Execution

The cast lived in the house and created up to 10 videos a month - individually and collaboratively. 

The creative concept revolved around providing a window into their lives and adventures in reality TV-styled narratives. 

They focused on comedy and skit making to bring the house to life.

Timeline: a 7 month, immersive journey. Feb to Aug 2021.

Results

• 622K Followers Gained        

  • 69M Video Views

  • 13M Video Likes

  • 67K Comments 

  • 91K Shares

  • 20% Video Engagement Rate (11% above TikTok benchmark)

  • AdWeek’s 2021 Creator House of the Year