Partnership:

PROUD MARY and Creme of Nature

Description:
Creme of Nature is the official hair care partner for the film PROUD MARY, starring Taraji P.Henson. PROUD MARY & Creme of Nature executed a successful promotional campaign including: co-branded retail signage (Walmart, Sally’s Beauty, etc), 80k product neck hangers, :30 in-theater spots, :30 tagged radio spots, paid digital media (including promoted social posts and banner ads), 5 full page print ads in national magazines and a successful blogger event. Additionally, they activated a key influencer program that empowered women to “Unleash Your Inner Proud Mary”. Ten beauty influencers created YouTube get-the-look tutorials, hosted social giveaways, and shared posts encouraging their followers to grab their girls and go see the movie. Five of these influencers were also able to show off what helps them “Unleash (their) Inner Proud Mary”, by having an artist recreate the iconic PROUD MARY key art using their likeness and filling in the image with items of significance that make them “Proud”.
Partnership Opportunity:
PROUD MARY/Theatrical
Company:
Sony Pictures Entertainment Screen Gems
Partner/Category:
Creme of Nature /Health & Beauty
Timing:
January 2018
Target:
Female
Teens
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults 55+
Promotional Elements:
Other
Media Elements:
Print Advertising
Radio Spot
Signage
Social Media
TV Spot
Created On:
2020-11-30
Last Modified on:
2018-02-01
Companies Involved
Sony Pictures Entertainment Screen Gems
Tuck

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