Netflix was gearing up to premiere their first major motion film, Bright, starring Blockbuster titan, Will Smith
Netflix was gearing up to premiere their first major motion film, Bright, starring Blockbuster titan, Will Smith. They called on Cashmere Agency to pull from our strong connections with multicultural press and influencers to spark cultural conversation around Bright, and the film’s push for multicultural inclusivity in an underrepresented genre.
We approached our campaign through a multicultural lens by highlighting the legendary filmmaker, David Ayer (Training Day), the cultural significance of the Los Angeles backdrop, and the highly-relevant social commentary of the film. We successfully amplified these key beats by securing earned media coverage with top-tier urban outlets like BET and Essence, by placing unique editorial culture stories, tapping notable multicultural press to garner coverage at the Los Angeles premiere, and by utilizing relevant influencer voices to increase positive social chatter throughout release. Our efforts generated awareness and anticipation that helped create a positive sentiment amongst the target multicultural audience, leading to over 36M+ impressions.