Production
1ParkNine
Facebook We The Culture
Facebook was looking for a way to engage Black creators in a deeper way on their platform.
+ Full Story
The Strategy
“Black is the New Black” 19th & Park helped concept, ideate, and develop the social extension for their program, We The Culture. This platform was used to bring black creators of Facebook to the forefront and highlight their vast portfolios of work and impact they had on the overall success of Facebook’s business.
The Challenge
- Building something that never existed
- Breaking through existing racial stigmas and preconceived notions that people already had about
Facebook
- Creating new programs to highlight existing Black creators in fun and creative ways
Our Role
- Brand Identity Development
- Content Strategy Across Social and Digital
- Talent Curation and Partnerships
- Social Media Management
- Campaign Development
- Photo and Video Production Execution
We Delivered
Created over 100 original pieces of social media content for the platform
Created multiple original content series (Get Into, My City, quote
moments) as well as special bespoke content (Miss Tina & Ty, Maxo Kream)
Created 4 campaigns generating over 100 million impressions altogether
(Women’s History Month, Juneteenth, Pride, Black Business Month)
The Outcomes
15M+ total impressions across Instagram, FB & Twitter
Production
1ParkNine
The Strategy
“Black is the New Black.”
19th & Park helped concept, ideate, and develop the social extension for their program, We The Culture. This platform was used to bring black creators of Facebook to the forefront and highlight their vast portfolios of work and impact they had on the overall success of Facebook’s business.
The Challenge
Building something that never existed before
Breaking through existing racial stigmas and preconceived notions that people already had about Facebook
Creating new programs to highlight existing Black creators in fun and creative ways
Our Role
Brand Identity Development
Content Strategy Across Social and Digital
Talent Curation and Partnerships
Social Media Management
Campaign Development
Photo and Video Production Execution
We Delivered
Grew the platform to 100k+ followers between 2020 and 2021
Created over 100 original pieces of social media content for the platform
Created multiple original content series (Get Into, My City, quote moments) as well as special bespoke content (Miss Tina and Ty, Maxo Kream)
Created 4 campaigns generating over 100 million impressions altogether (Women’s History Month, Juneteenth, Pride, Black Business Month)
The Results
15M+ total impressions across Instagram, FB and Twitter.
Production
1ParkNine
