Overview
OWN partnered Digital Media Management to promote the final and 7th season of Queen Sugar by partnering with artist and artist-like creators who aligned with the series and its audience.
OWN’s Queen Sugar “Artist of Influence” Influencer Campaign
Creating authentic content and artwork inspired by Queen Sugar to promote the final season
Strategy
OWN partnered with DMM to execute the Artists of Influence influencer campaign, to promote the final season of Queen Sugar. DMM identified and collaborated with 6 micro-macro creators and artists to produce custom content inspired by the popular series. Content ranged from traditional art pieces to digital interpretations and creative executions of show themes that were posted to the creators social channels.
Results
The 6 paid influencers, with a combined social reach of 17.5M followers, posted a combined 39 pieces of contracted and added value content, resulting in 658K+ combined impressions, 71K+ combined engagements, and an overall engagement rate of 10.8%.
Who else is excited about the final season of @queensugarown!? I decided to paint Ralph Angel and Darla because they show a real representation of black love, and the ups and downs that we go through.
If you haven’t watched Queen Sugar, I definitely recommend checking it out Tuesdays on OWN!
#QUEENSUGAR #OWNpartner
“Queen Sugar” Acrylic on Canvas 24 x 30.
I embrace my struggles as a black women in this world and everyday I find new ways to power through my struggles. This piece represents the struggles we face as a culture through family, political problems , and oppression. It’s based off of OWNS Tv show @Queensugarown. The storyline focuses on what it truly means to be a Black family in America today. #OWNPartner
La’Ron Hines (@laronhinesofficial)
Are You Smart: #QueenSugar Edition make sure you guys tune into Season 7 every Tues on @OWNTV#ownpartner