Byrna

Sam’s Club

NeoReach worked with A&E to grow awareness for the release of their documentary.

1.8M+

Total Views

8

Creators Activated

1.5x

ROI on IMV

72.3K

Total Engagements

Phase 1

Grow Awareness

A&E Networks is the owner of the HISTORY Channel, a premier brand for non-fictional storytelling and the U.S. premiere site of the documentary After Jackie. A&E Networks reached out to NeoReach to increase brand awareness and promotion around their upcoming documentary about the African-American star baseball player Jackie Robinson.

Phase 1

The Team

Katherine McLean

Senior Account Manager

Rachel Braddy

Junior Campaign Manager

Carrie Hein

Head of Campaign Operations

Aaron Layden

Head of Partnerships

Phase 2

Phase 2

The Strategy

A&E Networks' goal was to partner with NeoReach in order to work with African-American baseball focused and history focused creators to share the campaign's message. These influencers were able to speak on the impact of Jackie Robinson’s legacy, following through the line of baseball players and activists who continued to break down barriers and advocate for social justice as a whole. Influencers tied their posts to the new documentary on the HISTORY channel with their own experiences and using the hashtag #AfterJackie.

Influencer Activation

In an effort to meet A&E Networks’ goal, we activated 8 key thought leaders in the history of baseball and social justice categories on TikTok, where we could amplify the story of Jackie Robison and the impact of the legacy that followed him.

Choosing a Platform

We primarily used TikTok as our platform to grow awareness and promote the upcoming documentary. There we were able to activate 8 creators on TikTok who had active followings directly related to meeting A&E Networks’ goal.

Creator Cast

Ernest Crim III

348K Followers on TikTok

Ira Dorin

94.8K Followers on TikTok

Flank Thomas

77K Followers on TikTok

Justin Cheeks

104K Followers on TikTok

Phase 3

Checking the numbers...

1.8M+

Total Views

1.8M+

Total Views

8

Creators Activated

1.5x

ROI on IMV

72.3K

Total Engagements

By activating African-American creators with strong followings and direct ties to baseball history and its connections to social justice, we were able to meet A&E Networks’ goals through this campaign.

NeoReach ensured that the goals of the campaign aligned with topics that the creators were passionate about. They were able to share the value of After Jackie with their audience while simultaneously bringing a high ROI and significantly furthering awareness of the documentary and its contents.

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