When Oxygen Network acquired the docu-series “Preachers of LA”, a show about six prominent preachers and their wives in Los Angeles, the network knew it had a challenge. It needed to develop a campaign to introduce and establish the preachers as reality stars while maintaining their integrity and the sanctity of their brands and ministries with their core demographic — African-American female churchgoers 18-55.
LIQUID SOUL created opportunities for the preachers to directly engage with media outlets and prospective viewers to share their reasons for being a part of the show. These events targeted premium digital and terrestrial media outlets and secured residual press breaks and editorial coverage to continue the conversation about the show leading up to its premiere. As a result, the Preachers of LA was the third most-watched docu-series airing on cable in the 10 p.m. slot among women ages 18 to 54. It also introduced a new audience for Oxygen with 35 percent of the show’s viewers previously being non-Oxygen Network viewers.
CLIENT: OXYGEN NETWORK
SERVICES: Brand Strategy, Public Relations, Digital / Social / Mobile, Experiential Marketing, Influencer Engagement