Cashmere Agency developed, grew, optimized, and managed the primary social accounts for the hit new FX Marvel show, Legion.
The social team at Cashmere developed the content calendar, implemented community management, live tweeted each episode, and created original assets, inducing but not limited to: custom illustrations, GIFs, static graphics, cinemagraphs, and quote cards.
In the first month managing the social accounts for Legion FX our team:
Over the course of the ten-episode first season our team amassed 18,372,982 impressions for this powerful new show.
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.
The Cashmere team organized and executed an influencer hosted promotional screening of the feature film Split in Los Angeles and New York. Our team handled all the pre-production, serviced the event, fielded photos, and secured high-impression posts from influencer attendees and press–generating over 15.1 million impressions and 31K engagements.
Jordan Peele’s GET OUT is a masterful mix of horror, humor and multilayered social commentary. In order to drive awareness and excitement amongst African-Americans, we developed a series of carefully curated screenings, strategic partnerships and social activations. We were able to measurably increase impressions and engagement within several key sectors of our audience, including college kids, lifestyle influencers, and the hip hop community.
Highlights of the campaign included influencer-hosted screenings by both Chance The Rapper and Snoop Dogg, with Q&A sessions featuring Peele and actor Lakeith Stanfield, respectively. Both events were attended by influencers and celebrities, and covered by media outlets including Complex and HipHopDX. Both were massive successes on social, with a total reach of over 5.1 million. The tag #GETOUT generated 56 million impressions due to mentions by high-profile attendees.
We partnered with underground party series Party In My Living Room and rapper Thurz to bring the Armitage house–the film’s main location–to life. Between the PIMLR network, influencers and our media partner HipHopDX, we drew over 6.6 million impressions.
In coordination with HBCUs Spelman/Morehouse and NBLCK, We put Jordan Peele in front of Cinema Television and Emerging Media students in Atlanta to discuss the film and the future of black creatives. We partnered with Vice to bring Peele to a New York screening for filmmakers and entertainment tastemakers. Throughout these events, we created ongoing displays of film-inspired artwork by artists embedded in our target audience. We then syndicated those photos to top urban media outlets for maximum reach.
In the end, Jordan made box office history, and our events generated millions of impressions and extensive media coverage with participation from influencers like Lil Yachty, Christina Milian, Yesi Ortiz, Snoop, Chance and Ty Dolla $ign.
Konami looked to Cashmere Agency to increase awareness for the release of their latest installment in the iconic Metal Gear Solid video game series: Metal Gear Solid V: The Phantom Pain. The goal was to drive engagement the general market millennial, expanding beyond the franchise’s traditional hardcore gaming demographic.
We teamed up with top influencers from the worlds of fashion, design, and skate to create a series of tastemaker items. Jewelry designer Han Cholo created a necklace inspired by the game’s iconic Diamond Dog character, along with a one-of-a-kind console stand. The blueprints for both items were released as a free 3D print download. We released limited edition prints by artist Hydro 74, which were transformed into custom skateboard decks in a collaboration with pro-skater Theotis Beasley and Baker Skateboards.
These exclusive items were gifted to key influencers in gaming and entertainment, including Lil’ Wayne, YouTube gaming phenom SS SniperWolf, and Snoop Dogg. The campaign drove massive amounts of impressions and user engagement across social media. We wrapped up the campaign with an original mini-doc that gave fans a behind-the-scenes look at each artists’ creative process. The video generated additional publicity across top-tier gaming and lifestyle blogs.
With the Iowa Brown & Black Forum gearing up to produce their 7th Presidential Forum, the country’s oldest forum for minorities reached out to Cashmere Agency to take their brand to the next level. Cashmere strategically secured a new media outlet, Fusion, with the goal of bringing the big event to a politically and socially progressive young and multicultural audience. We spearheaded all of the branding initiatives, redesigned the logos and aesthetic of the Forum, and selected journalists to moderate the forum, including up-and-comers Rembert Browne, Akilah Hughes, and Alicia Menendez, as well as seasoned journalist Jorge Ramos.
Cashmere oversaw all elements of production for the Forum, from venue coordination to facility arrangements to set design to staging. The moderators asked a mix of tough and lighter fare questions, tackling difficult issues facing today’s youth.
The Forum was a tremendous success, garnering over 500,000 views on YouTube. It was also one of the top trending topics on Twitter for the day. The broadcast blanketing the election coverage generated over 100 top tier placements, resulting in over 1 billion online impressions.
To celebrate the launch of the ZX Flux shoe and #MiZXFLUX mobile app, Cashmere Agency partnered with adidas Originals to host the LA #ZXFLUX Experience, which featured a pop-up gallery in the daytime, as well as curated footwear exhibits. A GIF photobooth generated unique branded content that attendees shared across all social media.
To amplify the excitement and buzz around the #ZXFLUX Experience, Cashmere produced a Respect The West-themed musical showcase that featured top artists from all over the West Coast. Cashmere developed a dynamic promotional strategy that leveraged adidas Originals, the performing artists, and our brand partners to generate overall awareness around the app launch.
GE was looking to make a splash in today’s ever-changing new app landscape by connecting with a new generation of business innovators, many of whom were unacquainted with the company’s century-long legacy. To gain presence in the mobile market, GE looked to Cashmere Agency’s expertise on digital trends to launch an activation on the B2B level.
Cashmere developed the perfect solution for GE by launching the AppFronts – an annual forum connecting some of the world’s biggest brands with apps and platforms catered toward millennials. We booked the venue, staffed the event, assisted with the presentation, and oversaw the entire production as well as the afterparty.
Building upon this success, Cashmere reunited with GE in 2016 for another successful AppFronts. Again, we helped select leading tech companies and produced the entire event from beginning to end. We even included a fireside chat with Beth Comstock (Vice Chair, GE), Ryan Hoover (Founder, Product Hunt), and Chris Messina (Developer Experience Lead, Uber).
PayPal was looking to refresh their brand identity to cater more toward the youth market. Their first initiative was to expand their footprint and raise brand awareness during Outside Lands Music Festival in San Francisco. They looked to Cashmere Agency to produce an unforgettable after-party that would engage and spark conversation among festival-goers.
For the venue, we secured a brand new event space in the heart of downtown SF, and transformed the open floor plan into a club environment with the creative usage of lighting, wall projections, and PayPal-branded gobos that encouraged social media hashtagging. We staffed the venue and set up an open bar for guests. The event also incorporated local community businesses, all PayPal vendors, that provided attendees with food and refreshments.
For the musical talent, we secured electro-indie acts Holy Ghost! and Chromeo to perform exclusive DJ sets. The RSVP list reached capacity (4,500) in less than two hours after the announcement. To enter the venue, the fans were required to interact with the PayPal app. This resulted in a massive surge in app engagement follow the activation.
Overstock.com was looking to continue their reign as a long-time leader in the online retail space by expanding their target audience to include multicultural millennials. Acknowledging the buying power of this market, Overstock.com sought out Cashmere Agency for a creative and strategic solution.
Cashmere came up with The Good Good campaign, a 360-campaign that utilized multiple touch points, including TV, music, online video, social media, ecommerce, digital, and traditional media outlets. We produced and launched a nationwide commercial featuring Snoop Lion and his family, which aired both online and offline, as well as a music video for the theme song of the campaign, “The Good Good.”
Digitally, we launched giveaways across all social media platforms, and executed a social media strategy that would introduce Snoop’s fans to Overstock.com. We also built out the SnooperMarket, a curated marketplace featuring products from Snoop and his family, as well as exclusive Snoop-branded merchandise.
Neff Headwear collaborated with Grammy-nominated artist Jhené Aiko to create its first ever womenswear line. The leading skate and surf brand wanted to kick off the launch with a huge bang. Cashmere Agency activated a star-studded launch party atop DTLA’s tallest skyscraper, garnering an overwhelming media response. We also secured exclusive features with some of the world’s leading women’s fashion sites, including Elle and WWD.
For Neff’s limited edition capsule line, Neff x The Simpsons, we were enlisted to position the collection as a streetwear scene must-buy using both online and offline channels. We bolstered The Simpsons-themed tastemaker event at Universal Studios, which was attended by celebrities, influencers, and key members of the press. We also tied in a fresh, young influencer to the campaign by partnering Complex with tastemaker Jaden Smith, who modeled the collection online in an exclusive video. Through our efforts, Neff x The Simpsons received an overwhelming amount of coverage.
Airbnb looked to Cashmere Agency’s vast music industry connections and proven track record at throwing stellar live events to come up with an buzz-worthy SXSW party. We took notice of Airbnb’s successful collaboration with Civic Entertainment Group –makers of the chic, customizable kitHAUS pop-up activations in LA — and saw an opportunity to expand on the popular modern home exhibit. We asked, “What if fans could experience staying at the home of their favorite artists and bands?” And with that, Airbnb Park, an innovative three-unit, music-inspired housing complex, was born and built in the heart of Austin, TX during SXSW.
All throughout the week of SXSW, Snoop Dogg, Capitol Cities, and Allen Stone hosted tours of their own kitHAUS model homes, while also interacting with attendees and participating in themed nights. Emily Henderson of HGTV worked with each artist to furnish their homes in a style that truly represented their own unique aesthetic. These interviews were released across social media and the blogosphere on behalf of Airbnb.
As gun violence continues to cast a dark shadow across the country, young people have galvanized to address an issue that has been growing at an alarming rate. Inspired by Snoop Lion and Drake’s song “No Guns Allowed,” the League of Young Voters reached out to Cashmere Agency to raise awareness about gun violence in our communities. Snoop pledged his allegiance to the cause, and with that, the No Guns Allowed campaign, helmed by Cashmere Agency, came to fruition.
The song grew into a movement, and the campaign grew both online and offline through various activations. We facilitated a Silicon Valley fundraiser, as well as Google Hangout discussions featuring leaders in the tech industry, journalists, and activists. A star-studded town hall discussion at the BET Experience in Los Angeles resulted in a nationwide trending topic and major media coverage. Later at the BET Hip-Hop Awards in Atlanta, NGA correspondents polled celebrity attendees about gun violence.
Following the aftermath of Ferguson, we organized the Fallout from Ferguson Breakfast, which was attended by journalists, activists, Snoop Dogg, and the families of Jordan Davis and Michael Brown. Through our efforts, we successfully aligned the League of Young Voters with powerful, influential forces, and through the additional funding, the League of Young Voters continues to empower generations of people against gun violence, while also honoring those who have fallen in its name.
General Electric was looking to leverage their participation in the 2015 and 2016 NFL Draft and engage social media-savvy NFL fans in an authentic manner.
With #DRAFTSCIENCE, Cashmere Agency offered an upgrade to the standard analysis-heavy newscaster content familiar to most sports fans by creating a compelling social media experience that engaged viewers by combining the worlds of math and football, while staying authentic to the GE brand. Cashmere identified pro football player/mathematician John Urschel as the face of the campaign and the perfect spokesman to take over the official GE Twitter & Snapchat accounts. Urschel provided live analysis during Day 1 of the NFL Draft, connecting both worlds and simultaneously creating a solid range of original GE branded content to be shared in real time via Periscope and Snapchat. To amplify the campaign even further, Cashmere increased audience reach by tapping into celebrity social channels, Urschel’s Penn State alumni network, and NFL fans.
Over the course of the first 2016 NFL Draft Night, we educated and engaged hundreds of thousands of fans on social media, surpassing our benchmarks across all platforms and securing high-profile coverage on major sport sites across the country.
GE was looking to highlight its identity as a purveyor of innovation. They looked to Cashmere to develop and execute on a strategic PR campaign, one that would tie in media buzz, brand partnerships, and influencer outreach.
We partnered GE up with Algoriddim to create the “GE Drop Science Pack,” an exclusive free sample download available only on leading music mixing app, djay. To create the sample pack, we collaborated with Ghostly International producer and DJ Matthew Dear, who produced the electronic samples from GE research centers all around the world. To raise awareness for the collaboration, Cashmere then distributed a press release to major music and technology media outlets on behalf of GE.
To kick off the Happy Socks x Snoop Dogg collection launch with a bang, Cashmere Agency’s marketing and PR team developed and produced The Art of Inspiration, a three-part campaign consisting of a featurette delving into Snoop Dogg’s artistic process, a Happy Socks-branded photoshoot, and a star-studded gallery party in DTLA.
To celebrate the launch, we threw an unforgettable event activation located at Austere, a Scandinavian concept space in DTLA. We invited tastemakers and artists to view pieces from the collaborative line, as well as Snoop’s paintings. We also produced high-quality prints of the artwork for gifting and distribution. Snoop himself played an exclusive DJ set for the event, and also increased exposure for the brand by promoting the line in his weekly YouTube series, GGN.
Leading up to the event, we also turned the space into a pop-up shop, where fans could purchase merchandise and learn more about Happy Socks.
For the launch of Aquafina’s new line of flavored sparkling waters, Pepsi Co. was looking to explore a new and interactive way to advertise to teenage girls, their key target audience. They looked to Cashmere’s expertise in youth market trends to raise brand awareness for FlavorSplash in a natural and authentic way.
We partnered with renowned street muralist The Art of Chase to create branded FlavorSplash stickers and emojis, 24 in all, as a free offering within the Kik Messenger app, an emerging messaging app popular within the youth market. Cashmere distributed the FlavorSplash-branded sticker packs strategically throughout the year across three separate activations for the back to school season, winter break, and summer vacation.
Korean-based mobile game developer Com2uS was looking to introduce its international hit Summoners War to the U.S. market. Com2uS turned to Cashmere Agency’s expertise in youth culture engagement to come up with a creative strategy that would allow the franchise to stand out in the competitive mobile gaming landscape.
We developed and launched Breaking the Barrier, a large-scale 360-campaign that would refresh the Com2uS brand to resonate more strongly with U.S. consumers, in turn increasing sales for Summoners War. On the ground, we commissioned renowned street artist Meggs to paint a massive mural, located in the heart of DTLA’s Arts District, to promote the game. Digitally, we oversaw site design for the official Summoners War website. We cast and leveraged high-profile Vine influencers, such as Jake Paul, to promote the game through teaser spots, as well as produced original branded content alongside YouTube production group Rooster Teeth. All this lead up to the official Summoners War commercial, which aired across network television everywhere.
Cashmere Agency created the Respect The West movement, a movement that speaks authentically to the true nature of the West Coast lifestyle. Cashmere built the brand organically through artist outreach, event activations, social media engagement, merchandising, and creative partnerships. The Respect The West brand has grown from a musical showcase into a full-blown lifestyle platform, one that reps West Coast pride with definitive authority.
Cashmere hosts annual Respect The West showcases at SXSW and in Los Angeles. These highly anticipated events have featured artists such as Kendrick Lamar, Snoop Dogg, E-40, DJ Quik, Schoolboy Q, YG and Nipsey Hussle. We’ve partnered with brands and media outlets such as adidas, Airbnb, Vibe, SKEE TV, and BET to further amplify the movement.
Post had recently shifted their marketing strategy for Golden Crisp to target a secondary market of 18-24 year-old males. Knowing that Snoop Dogg’s weekly YouTube series, GGN, skews heavily toward their new target group, Cashmere saw an opportunity to integrate the brand’s mascot, Sugar Bear, into a comprehensive, integrated online marketing campaign.
Cashmere conceptualized product and brand integration into an episode of Snoop Dogg’s GGN. We leveraged our relationships with high-profile talent to feature international K-pop phenomenon PSY as a special guest on GGN, which garnered worldwide impressions. We then utilized Snoop’s social media to create a viral social campaign, and also wrapped an online sweepstakes around Golden Crisp for a chance to win exclusive prize packs.