CHALLENGE: 

Disney/Marvel was missing the Black female audience and needed to lock-in the Black Family for the culturally aggressive release of Marvel’s Black Panther

ROLE:

Lead Marketing Agency

SERVICES PROVIDED:

Brand Strategy, Public Relations, Event Management, Community Relations, and Influencer Engagement

OBJECTIVE: 

Develop African-American outreach strategy and partnership campaign for Marvel’s Black Panther. 

STRATEGY: 

LIQUID SOUL developed a 360° integrated campaign that included digital, social media, public relations, community engagement, and media. Our solution had a targeted focus on Black consumers. 

TACTICS: 

• Spearheaded by Hip-Hop Superstar TI and Gospel Music Artist Kirk Franklin, we engaged local celebrities, athletes, politicians, and notables to generate press and social media buzz during the campaign.
• Engaged national, regional, and local press to cover in-store and event activations.
• Layered Social Media throughout the campaign to deliver additional awareness.
• Worked with local community organizations on theater buyouts nationally.

RESULTS: 

• Our African American Strategy and Walmart Integration produced the following results: – Black Panther is the 5th highest grossing film of all time.
• Black Panther has generated $1.346 Billion at the box-office worldwide. 
• Black Panther is the highest-rated superhero movie by Rotten Tomatoes. 
• LS produced 7 community and 2 influencer screenings for Walmart.
• Walmart gave away approx. 1500 screening tickets to shoppers/customers. 
• Campaign produced over 20 Million press and social media impressions.