096-15732 Gold Winner II-F-1
Multicultural / Alternative Audience Development - Campaign
Black In America
CNN

MARKETING TEAM: Jennifer Boardman, Sr. Marketing Director, CNN; Keisha Taylor, Sr. Marketing Manager, CNN; Pollyanna Dunn, Sr. Marketing Manager, CNN; Lara Hurst, Sr. Marketing Manager, CNN; Priscilla Janowski, Assistant Marketing Manager, CNN

CREATIVE TEAM: Tirrell Whittley, Principal CEO, Liquid Soul; Nick Nelson, Principal COO, Liquid Soul

Marketing Summary

Division: II Networks & Content Provider
Category: F. Multicultural / Alternative Audience Development
Medium: 01. Campaign

Black In America
CNN

Situation Analysis
What were the challenges of the marketplace that led to the effort? Optional: What was your approximate budget, not including media buys?

Four decades after Martin Luther King's death, African-Americans have made countless gains but there have also been setbacks. It's been forty years since Dr. King's death and the anniversary of that event has provoked a national dialogue and a collective examination of the nature of race relations in America in the 21st century. To what degree has Dr. King's "Dream" been realized? The Black In America documentary took a hard look at the provocative, surprising, and often under-reported stories of the African-American experience, an experience that directly impacts the lives and future of all Americans.

Goals and Audience
What business goals did you set out to accomplish? Describe the target audience(s)?

The objective was to build awareness of the documentary in an effort to generate excitement and drive record-breaking ratings across all consumer groups, with a primary emphasis on African-American consumers. Specifically; to drive tune-in with 100% awareness in the African-American community, to sustain and accelerate gains in our over-all brand affinity and viewer loyalty among African-Americans, to build the anticipation for the documentary and encourage brand association with other CNN documentary programming in the tradition of "God's Warriors" and "Planet in Peril" among all news consumers, to raise general awareness of our commitment to programming for diverse audiences.

Strategy
What was the overall plan for the effort? What was your creative approach? (Don’t list tactics here.)

Our strategy was to use both traditional and non-traditional marketing outreaches in an integrated campaign that would increase brand exposure by leveraging key influencers and targeted media outlets within the African-American community. All key creative was subtly adjusted according to the media employed to maximize the effectiveness of our messaging. The overarching creative strategy was to appeal to African-American consumers through an emotional connection with the creative.

Tactics
Specifically, how did you accomplish your goals and execute the elements? What form(s) of media did you use and why?

Tactical executions included: • Experiential Grassroots Outreach: - African American churches - HBCU (Historically Black Colleges & Universities) Campus Tour - BIA Campus iReporter contest - Viral/online outreach • On-Air: - Spots aired on cable networks including BET, TV One, GMC. • Print: - Newspaper ads, magazine ads, posters and billboards. • Radio: - Promos and appearances by Black In America host Soledad O’Brien on various relevant talk shows • Online: - Web banners, video trailers, an online radio PR kit, etc, were placed on targeted sites

Results
What were the measured quantitative and qualitative results of your campaign against your goals? (If timing prohibits reporting full results, what is your plan for proving them?)

• African-American viewing for Black in America was up 900% versus the Larry King Live/Anderson Cooper360 YTD average • 78% of 25-54 viewers were African-American over the two-night broadcast • Part One ranks as among CNN’s most watched documentaries ever: 2.1 million total viewers and 966K adults 25-54. • Part Two was up 180% among 25-54 viewers versus CNN’s YTD time period average and up 97% among total viewers delivering 2.6 million total viewers • The show ranked as the #1 cable news telecast of the day among adults 25-54

096-15732 Gold Winner II-F-1 Multicultural / Alternative Audience Development - Campaign Black In America CNN

Marketing Summary

Situation Analysis What were the challenges of the marketplace that led to the effort? Optional: What was your approximate budget, not including media buys?

Goals and Audience What business goals did you set out to accomplish? Describe the target audience(s)?

Strategy What was the overall plan for the effort? What was your creative approach? (Don’t list tactics here.)