Our Work is an Experience

One/35 Agency specializes in campaigns targeting multicultural youth consumers and business professionals within a wide variety of industries.

We employ a variety of approaches to deliver brand engagement and pop culture visibility to specific audiences. Our relationships with clients and the quality of our work are unmatched in this industry. Our team is attentive to even the smallest details and are willing to sacrifice big to accomplish great results for our clients.

Google

Heightened Google and YouTube’s brand visibility and diversity efforts among African American media.

Challenge: Increase awareness of Google’s existing diversity efforts, investments, and programs among African American audiences.

Strategy: Establish relationships with Google/YouTube and AA media through 1:1 engagement with Google executives, brand activations, strategic partnerships and editorial placements. 

Results: Generated 1.8B impressions among AA media within a two-year period.

ONE/35 Agency

Oprah Winfrey Network

Managed AA-focused communications for all of OWN’s network programming.

Challenge: Drive tune-in and awareness of new and existing OWN programming targeting AA women 25-54.

Strategy: Coordinate continuous media relations to AA press through events, media tours and content placements during the pre-launch and in-season phases of the designated programming. Engage target audience at key events such as Essence Festival and the NABJ Conference. 

 

Results:  Launched OWN’s most popular series “Tyler Perry’s The Haves and the Have Nots” to record-breaking ratings at the time (1.8M). The show averages 3M viewers per episode and remains as the network’s highest-rated program.

“Queen Sugar” pulled in 2.42M viewers over its two-night premiere debut.

Additional programming successes are “Greenleaf,” and “Iyanla: Fix My Life.” These shows are the #1 original cable series among AA women 25-54 on Tuesday, Wednesday and Saturday nights.

ONE/35 Agency

L'Oréal/Carol’s Daughter

Crafted a consumer appreciation message and social media call-to-action for a beauty brand in crisis.

Challenge:  Carol’s Daughter was experiencing backlash from their core African-American consumer base that they had “sold out” after announcing that the brand was purchased by L'Oréal. They needed a quick injection of positive messaging that communicated Carol’s Daughter appreciation and loyalty to their consumers.

Strategy:  Develop a holiday call-to-action -- show us how you spread holiday love -- via social media to promote the brand’s consumer appreciation messaging. Engage celebrities, media and influencers to participate.

Results: 191 social media posts and 4.3M impressions; This campaign won a 2015 NAMIC Excellence in Multicultural Marketing (EMMA) Award for Marketing Tactics/Social Media.

ONE/35 Agency

National Geographic

Provided strategies to help Nat Geo programming resonate with AA audiences.

Challenge: Generate strong social media buzz and publicity among African-American tastemakers, media and consumers for programming such as the award-winning documentary LA 92.

Strategy: Design and execute a multi-market screening program that immerses attendees into the fascinating LA 92 footage and produces strong social media outcomes.

Results: The campaign generated 26M organic social impressions, 1.9M earned media impressions and 63 media placements. LA 92 also earned an Emmy for “Best Documentary.

ONE/35 Agency

MYX Fusions Moscato

Executed a launch strategy that led to Myx Fusions becoming the #1 selling Moscato in the U.S.


Challenge: Launch a new moscato wine beverage, MYX Fusions, which is co-owned by superstar Nicki Minaj. 


Strategy: Design and implement a series of activations that connect the brand with influencers, generate press opportunities and spark social media dialogue. One of those activations included a 4th of July influencer cruise with Nicki Minaj. 


Results:  Myx Fusions was the #1 selling Moscato in the U.S. within first year of launch.  Expanded to Australia and U.K. within the first year of launch.  500% increase in social media mentions of #GetintheMyx and #MyxFusions in 6 months with 100M+ media impressions generated
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ONE/35 Agency

FOX Broadcasting Company

Created unique ways to build buzz around the debut of Lee Daniels’ “Star.”


Challenge: Generate social media buzz and influencer awareness around the new Lee Daniels show “Star.” 


Strategy: Produce a series of interactive, high-energy activations with ASCAP as well as popular event brands such as ATL Live, Trap Karaoke and the HavPlenty Brunch to engage influencers in the entertainment value of “Star.”


Results: “Star” debuted with nearly 7M viewers and remained a #1 trending topic each week during its Wed night broadcast. Our Season 1 promotional campaign generated 18M impressions on Twitter and Instagram, reached 12.4M users and secured 1,099 posts from 575 users.

ONE/35 Agency

Moonlight

Established awareness among influencers and grassroots organizations leading up to the film’s history-making release and awards season.


Challenge: Drive AA audiences to see Moonlight, a film containing themes considered controversial within the AA community: drug addiction, sexuality, and masculinity.


Strategy: Secure influencers -- community activists, press, celebrities, non-profits, colleges, etc -- as ambassadors to spread the gospel about the power of Moonlight.


Results: Moonlight broke records by grossing over $400K from only four screenings during its limited New York-Los Angeles opening weekend. The film grossed $65M worldwide and went on to win an Oscar for Best Picture, the first film with an all-black cast to do so.

ONE/35 Agency

MTV

Produced an interactive pop-up experience -- WILD ‘N OUT: LIVE FROM THE BARBERSHOP -- that gave fans a taste of the long-running hit show.

 

Challenge: Drive awareness and tune in to Season 9 of MTV’s hit improv comedy show “Wild ‘N Out.”

 

Strategy: Re-create the high-energy “Wild ‘N Out” experience – complete with freestyle battles, prize giveaways, and “yo mama” jokes – in a local barbershop in Atlanta and NYC.


Results: Generated 5.3M organic social impressions, 982 posts, 32 pieces of press coverages and secured 487 total attendees at the activations.

ONE/35 Agency

MTV

WILD ‘N OUT: LIVE FROM THE BARBERSHOP was an interactive pop-up experience that gave fans a taste of the long-running hit show.