Hip-Hop: A Cultural Odyssey

Book Launch and Strategic Partnerships

Aria/Hip-Hop: A Cultural Odyssey

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Opportunity

Develop a US launch strategy and ongoing plan to promote and sell this premium, oversized collectable coffee table book celebrating the Hip Hop genre and its global impact.

Plan

  • Crafted strategy including target audience, integrated marketing programs and online engagement plan to serve as blueprint for all activities.
  • Developed campaign creative look and feel.
  • Designed, developed, tested and launched Hiphopculturebook.com website to showcase the book and serve as the online purchase portal.
  • Identified and negotiated relevant broadcast and online media partnerships (BET, Allhiphopcom, Live Nation, Black Enterprise, etc.) to drive interest and online traffic.
  • Built back-end management tool to track incoming site traffic and manage partner metrics and compensation.
  • Enlisted industry artist and influencers to support and endorse book in marketing programs.
  • Planned and executed NY based media launch event to kick off marketing activities.
  • Created distribution network through both traditional and non-traditional retail models.
  • Created and launched platinum edition of the book to boost media interest, coverage and sales.
  • Executive Produced “Hip Hop: A Cultural Odyssey” 1 hour special that aired repeatedly on Centric Network for Black History Month.

Results

  • Book Sale up 447%
  • Facebook likes up 42%
  • Twitter followers up 38%
  • Platinum Limited Edition Launched
  • Special Aired on Centric and BET


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