Role: Social Strategist
Partner: Netflix
Brief: Take a controversial title and turn it into a mainstream hit. Dear White People, both the film and the series which was adapted from the film, obviously ruffled some feathers. The name itself was the biggest trigger. We created a social campaign to highlight the comedy and realness of the show, as well as the absurdity of its detractors.
To counteract negative sentiment surrounding the name, we created a Google Chrome extension that changed every single mention of "Dear White People" online to "Dear All People." The earned media was great, but the outcome knowing we can use our storytelling and creativity to ease tensions online in this age was better.
(Bonus: Your boy did a little voice acting in the piece below.)
