The Brand
BET+ is a streaming platform that offers a wide range of content catering to the Black community and beyond. Launched in September 2019, BET+ features a diverse selection of TV shows, movies, documentaries, and specials, providing viewers with the place to stream Black culture. Featuring exclusive and original programming like "Tyler Perry's Ruthless”, “The First Wives Club”, and the Emmy-nominated “The Ms. Pat Show”, as well as classic series like "Martin" and "Being Mary Jane", BET+ aims to entertain, empower, and enlighten its audiences. With a focus on showcasing Black culture and storytelling, BET+ provides an accessible platform for representation and inclusion in the world of streaming services that reflects the depth and breadth of Black experiences.
The Project
Working with BET+ since their launch, our agency’s small creative team was responsible for delivering ads to support an omnichannel digital approach for paid social, display, CTV and OTT, to run on channels like Facebook, Instagram, Snapchat, TikTok, Youtube, Amazon Fire, Roku TV, Google Display Network, and beyond. As a streaming service, we naturally relied heavily on video, however still image, motion, and display ads held an equally important share of our approach, and was the primary focus of my work on the team. We also utilized platform-specific features like Snapchat’s sponsored filters to boost interactivity and reach more viewers. One such campaign that I worked on resulted in a 28% decrease in cost per trial start, and reached more than 5 million people. Less than a year after the platform launch, we were able to help surpass the goal of reaching 1 million subscribers, and by the spring of 2023 BET+ had surpassed 3 million subscribers.
Roles
Senior art director • Designer • Production support
Programs Used
Adobe Photoshop • Illustrator • After Effects • Premiere Pro
Video - based on viral TikTok sound
We got lucky with this one! When Tyler Perry’s Madea Goes to Jail - The Play was added to BET+, we were presented with a golden opportunity. I realized that the viral TikTok meme “she don’t see us?” was based on a clip from the stage play, and knew it was the perfect way to engage with a cultural moment to reach audiences on social. I made two versions and sized them to run on Facebook and Instagram Feeds, Facebook and Instagram Stories, Snapchat, and TikTok. It worked! It became a top performer for the quarter, with particularly high engagement and share-rates on Facebook (where memes go to die… so, of course a natural fit for strong performance when a business hops on a viral trend and turns it into an ad 😅).
Snapchat Filters
Display Ads
Madea’s Farewell Play
Deliverable (with countdown widget)
In-Use Example
Snapchat Videos
Snapchat Filters
Deliverable
In-Use Example
Deliverable
Social Stills
In-Use Example
Giphy Stickers
