A femcare brand Gets #ULTRAHONEST and builds community across the Group Black collective

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The ask

A major femcare brand came to Group Black to help drive brand relevance and affinity among Black women through community-building activations and honest conversations that normalize period experiences.

The execution

Building up to AFROPUNK Minneapolis, a feminine care brand uplifted and amplified via paid media 8 social creators with Crater and 1 podcast team’s with POD Digital to have honest conversations around their first menstruation to normalize period experiences. Through community-building activities and gifting onsite at AFROPUNK, Group Black over delivered on brand awareness and authenticity objectives.

The Results

  • 21M impressions, (+1.5M impression over delivery)
  • 99% positive or neutral sentiment (vs. 87% CPG benchmark)
  • 38K Total Engagements (significantly above platform and category benchmarks)
  • +14.1% pt lift in Ad Recall (Ad Recall Norm: +2.55 pts).
  • +13 Black creators, media companies, & brands positively impacted
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Our Collective

Comprised of over 150 Black-owned media brands spanning a wide cross-section of multi-channel offerings, including (but not limited to):