ADKOA
A Different Kind of Animal

BET

Black Entertainment Television

BET (Black Entertainment Television) was already an established media destination for Black Entertainment, but wanted to revamp its brand across media platforms. We were happy to jump in.

DISCOVERY & INSIGHT

Our challenge was in discovering what was unique to BET that we could leverage towards a successful rebranding campaign. Through careful exploration of the network’s programming repertoire and audience, we determined that BET content was specifically directed at those who tend to be marginalized in the media for their race, sexuality, or background.

It was our support for the BET audience that inspired our campaign tagline: “Nobody’s got you like we got you.”

Not only was it short, sweet, and memorable – it also solidified BET’s brand position as THE leader in what was hot, next, and important for African American culture. Any subsequent content that our team put out there had to reinforce BET’s position as bold, risky, sexy, cool, fun, and – most importantly – REAL.

NOBODY'S GOT YOU LIKE WE GOT YOU

We designed a TV and print campaign that harnessed BET’s winning components – its celebrities and programs – in a way that reflected the diversity and power behind its audience. We leveraged stars like Kevin Hart and Cedric the Entertainer as well as award-winning shows like The Game and Keyshia & Daniel to form a living, breathing entity that moved in unison with viewers.

BET

TV PROMO / 106 & PARK
BET

TV PROMO / BET HIP HOP AWARDS
BET


360° Strategy

Our implementation strategy for BET focused on the “We Got You” tagline and ranged from a 360° digital campaign to a mentorship program. Highlights included a WGY blog, an online video series, a mobile app to highlight and support Black-owned businesses, celebrity PSAs, and a sponsored network connecting Black entrepreneurs with potential employees.

GORILLA MARKETING / RIDE FOR FREE
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MOBILE APP
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OPTIMIZATION

BET is and always will be a brand of acceptance, authenticity, sex appeal, and responsible entertainment. Thanks to the "We Got You" campaign, it continues to gather respect and admiration throughout the media world as well as the Black community.