BET – Being Mary Jane

One of BET’s highest rated shows, Being Mary Jane is a romantic drama starring Gabrielle Union as a savvy news anchor navigating her personal and professional life. By season 4, the show faced challenges: a new timeslot, new location, and new writer. We were tapped to guide creative strategy, develop assets for social campaigns and handle community management. Our expertise in multicultural marketing allowed us to organically engage the show’s target audience of African-American women ages 18 to 49.


Our ‘always on’ strategy means we were able to continually optimize and customize our campaigns based on social listening. We can tell which types of assets perform better and which themes resonate most. We provided insight into the audience’s opinions on the show, including the specifics of their viewing habits and fan temperament around each character.

 

Our singular capabilities and deep understanding of this audience resulted in a growth of 9,000 followers and 7.92mm impressions across social platforms in one month. Cashmere-created assets performed better than average across all platforms, and BMJ gained 188,920 engagements.