Case studies · Digital publishing
Digital publishing case studies
Publishing in every format an audience follows: a celebrity news site, conversation series on YouTube, podcasts and video podcasts, the social channels of every film we marketed, campaign channels, the Be Woke.Vote site and a branded game.
The formats
Six ways we have published
- News site
Hollywood Street King
We came up with the concept for Jacky Jasper’s celebrity news site and ran its platform and advertising revenue from 2008 to 2016: 50 million views a month at its peak, across the site, social and video.
- Video series
Conversations for Be Woke.Vote
The Messy Truth with Van Jones, Roland Martin Unfiltered, The Truth and The Beat DC, each made to work as a full episode and as shorter cuts, published on YouTube and on Be Woke.Vote next to the voter tools.
- Podcasts
Audio first, then video
The Messy Truth and Roland Martin Unfiltered went out as podcasts before the 2018 midterms, then as video podcast episodes in 2019. Black History in Two Minutes (or so) ran as a video podcast: 88 episodes from June 2019 to May 2022 on Apple Podcasts, Amazon, Stitcher and TuneIn.
- Social channels
Releases and campaigns
Social publishing across Facebook, Instagram, Twitter and YouTube for every film we marketed: Meet the Blacks, Traffik, Black and Blue, The Intruder, Fatale, The House Next Door: Meet the Blacks 2, which passed 100 million impressions, and the Hidden Empire Film Group channels, including the plan for Fear. For campaigns, the work behind Hyper Engine and digital pushes supporting Doug Jones and Andrew Gillum.
- Sites and voter tools
Be Woke.Vote
The site that carried every series, with plain-language voter tools in 2018, and the site, e-shop, donation buttons and vote.org tools in 2020.
- Games
Fear: The Game
A pixel-art runner for web, iOS and Android, built on the film’s characters, that sent about 87,000 players to the film’s site months before the release.
Eighteen digital publishing case studies
Fear
We wrote the digital, social and campaign roadmap for the 2023 theatrical release.
Fear: The Game
A web and mobile game built to grow the audience for a theatrical release.About 87,000 players sent to the film’s site
Black History in Two Minutes (or so)
Distribution for a five-time Webby-winning series, including its video podcast.Five Webby Awards, 2020 to 2022
Hyper Engine
The strategy, creative and technology behind a marketing company’s client work, delivered under its name.Grew into a digital marketing company that generated $4 million
The House Next Door: Meet the Blacks 2
A digital-first campaign for the comedy sequel, from paid social to the official site.100M+ impressions across four platforms
Fatale
An influencer and digital campaign for a thriller released in a pandemic winter.2.76M post impressions in one month
The Truth
Eighteen voices, one chair and one light, in the weeks before the 2020 election.18 guests, each alone under a single light
Tiffany D. Cross and The Beat DC
Four conversations and twelve short spots for young and first-time voters, before the 2020 election.4 full conversations before Election Day
Be Woke.Vote 2020
Two new series, a tour and the digital behind them.1.28M Facebook ad impressions
Black and Blue
The talent and influencer campaign, the paid social behind it and the ad buys.$22.7M worldwide box office
The Intruder
Release assets amplified through talent channels, with the ad buys behind them.1.3M views on three talent posts
The Messy Truth with Van Jones
Twelve conversations about why the vote matters, as a podcast and on YouTube.128K+ YouTube views
Roland Martin Unfiltered
Ten conversations about power, history and the ballot, as a podcast and on YouTube.1.2M+ YouTube views
Be Woke.Vote 2018
A get-out-the-vote platform produced like a network.150M+ impressions
Andrew Gillum for Governor
A digital push in the days before the 2018 Florida primary.5.45M unique users reached in five days
Doug Jones for U.S. Senate
A digital push in the Alabama special election.2.73M people reached
Meet the Blacks
The digital media campaign for a breakout comedy.136M+ impressions across platforms
Hollywood Street King
A celebrity news platform, built and monetized for Jacky Jasper.50 million views a month at its peak, across the site, social and video
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Digital publishing
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