Case study

mlk fbi the voice newspaper



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Client namemlk fbi the voice newspaper
MLK / FBI is a 2020 American documentary film exploring the investigation and harassment of Martin Luther King Jr in the 60’s. We worked with The Voice Newspaper, to promote the MLK/FBI film. The Voice Newspaper is the only British National newspaper operating in the UK aimed at the British African-Caribbean community.
Objective

Our objective with our campaigns with MLK (Martin Luther King) and The Voice Newspaper was to inform the public about the MLK/FBI film, a documentary that uncovers the incendiary and layered story of the FBI’s war against Martin Luther King Jr. The purpose of our campaign was to engage people with the topic and watch the documentary when it was launched.

Mechanics

Throughout the campaign, we carried out many outreach initiatives across over 250 Black and Afro-Caribbean targeted social groups to share campaign assets and the overall message of the campaign.

We worked with The Voice Newspaper, the only British National newspaper operating in the UK, aimed at the British African-Caribbean community. A half-page advert was created for The Voice that appeared in their January 2021 edition.

We have also included some mass outreach in our campaign to ensure that the MLK/FBI film was not only shared across the community but outside of it as well. Because of this, we arranged a Paid Social Partnership with the British Urban Film Festival in which they shared campaign assets across Twitter, Facebook, and LinkedIn.

We worked with the Voice Newspaper to run a Facebook Live event. The live event saw four panellists from the Black community virtually discussing the launch of the MLK/FBI documentary and their thoughts on the topic. Following on from the Live event The Voice also published an online article summing up the panel discussion from earlier in the week.

Outcome

Throughout the promotion, we saw great reach and were able to gain a lot of earned support due to the nature of the topic. The Facebook Live event peaked at audiences of nearly 100 people and has subsequently been viewed by an audience of over 2,000 people.
Our outreach promotion was so successful in garnering attention to the campaign that we gathered several earned organisational impressions from organisations such as Black Lives Matter, Stop Watch UK, Race on the Agenda, African Centre, Love Music Hate Racism. The success of the earner impressions is likely a result of the nature of the campaign and how close it is to the community. BUFF also reviewed the film in their online publication which only gave more visibility to this ground-breaking documentary.
The print in The Voice Newspaper was published in 48,000 copies along with almost 4,000 people who view the paper digitally.

Deliverables

  • Social outreach
  • Paid social
  • Print
  • Live social events
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