Title: Black History in Two Minutes (or so)
Produced by: McGee Media, Dr. Henry Louis Gates Jr. and Robert F. Smith
Digital Distribution By: AOne Creative
Distribution Run: May 2019 through May 2022
Awards: The International Academy of Digital Arts and Sciences 5x Webby Award Winner (2020|2021|2022)

"Black History in Two Minutes (or so)" has redefined the approach to engaging with Black History through a digital series. This award-winning initiative, launched in 2019 by visionary Executive Producer Robert F. Smith, combines short, factually accurate videos and the storytelling prowess of renowned historian Henry Louis Gates Jr. Its widespread appeal is evident in its recognition, including five Webby Awards between 2020 and 2022.

Background

Created to make Black History accessible and engaging, the series covers a broad spectrum of American history. It's not just the engaging content that sets it apart but also its accuracy and educational value, with some episodes accompanied by teaching guides. The challenge for AONE Creative was to effectively distribute and monetize this rich content, ensuring both broad reach and financial sustainability.

• Multi-Platform Distribution: AONE Creative deployed the series across various digital channels, prioritizing platforms like Apple Podcasts, YouTube, and social media, in line with the mobile-first preference of the audience. This approach was vindicated by the podcast's download statistics, showing a strong preference for mobile app access.
• Targeted Social Media Campaigns: AONE's campaigns on platforms like Instagram Reels and Twitter targeted younger demographics, which significantly increased viewership. This was in line with Google Analytics data that showed high user engagement and a considerable influx of new users.
• Strategic Monetization Partnerships: Partnering with ReachTV was a key monetization strategy, which not only extended the series' reach but also opened up sustainable revenue streams.
• Data-Driven Viral Content Strategy: The content release strategy was aligned with audience trends and cultural moments, leading to several episodes achieving viral status and resonating globally.

• Award-Winning Virality and Engagement: The series not only achieved high viewership and engagement but also received significant recognition, including five Webby Awards over three consecutive years, a testament to its quality and impact.
• Revenue Growth and Financial Viability: The monetization strategy, coupled with strategic partnerships, ensured a stable revenue stream, showcasing the series’ financial success.
• Educational Impact and Cultural Relevance: The series made a substantial educational impact, reaching diverse audiences and raising awareness about African-American history, underpinned by its factual accuracy and compelling storytelling.

AONE Creative’s distribution and monetization strategies played a pivotal role in the success of "Black History in Two Minutes (or so)." The series not only became a widely-consumed digital product but also an acclaimed educational resource, demonstrating AONE's ability to harness digital platforms for impactful content dissemination and monetization. This case study serves as a testament to the power of strategic digital marketing in elevating educational content to award-winning status.