Black Panther II Partnership
2023 Clio Entertainment Gold Winner
Summary: In a first of its kind collaboration, three iconic, purpose-driven brands will come together to affirm and activate around a message of unity from Black Panther: Wakanda Forever, with the shared goal to build a bridge between today’s reality and a better tomorrow.
Job To Be Done: get less engaged consumers who don’t see Target as relevant, to shop one more trip by creating an invitation to a world that is aspirational and accessible; leveraging the characters and stories of Black Panther: Wakanda Forever and best align with Lego and Target.
My Role and Contribution: As the Lead Creative Strategist on the partnership I co-created the marketing brief, drove the strategic narrative combining all three iconic brands and provided strategic guidance to the cross functional creative partners between Target and Marvel.
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#1 Black Panther market share across retailers, $32.7M in sales (DEC YTD)
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Brand attribution at 92% (benchmark 69%)
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Youtube masthead reach compared impressions to Super Bowl reach
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Generational shifts in societal expectations encourages the evolution of narratives we all aspire to believe in.
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Everyday heroes are multifaceted activists advocating for a better quality of life that’s beneficial for them and their community
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Public support from brands is detached from reality of the communities they seek engagement and dollars from to flourish.
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With their power and resources, iconic brands can help inspire the next generation by leading opportunities for universal collaboration.
Creative Insight: “there’s no such thing as a single issue struggle because we do not live single issue lives.” - Audre Lorde.
We can all do challenging things with unity.
Creative Challenge Question: How do we together (Target, Marvel, Lego) help turn Black Panther’s vision into a reality by uplifting the community and encouraging participation in cultivating a world where we all belong?
Creative Idea: Imagine Fearlessly and Build Together
Video Synopsis
Riri Williams narrates the parallel stories of two inspired creators. This story takes place prior to the events of Black Panther Wakanda Forever, within the Marvel Cinematic Universe.
Director, Malik Vitthal
