Black Entertainment Television
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 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.