The primary objective was to build awareness with an effort to generate excitement and drive record-breaking ratings across all consumer groups, with a primary emphasis on African-American consumers, and to sustain and accelerate gains in our overall brand affinity and viewer loyalty with 100% awareness in the African-American community.
The target audience was Adults 25-54 with a primary emphasis on African-Americans. To maximize the effectiveness of our communications and encourage the target and the general public to tune in to the documentary, we needed to facilitate an association between the Black In America documentary and the target audience through coherent and specifically targeted marketing outreaches
