Sparking conversations around lack of inclusivity in media and marketing

Recognizing a lack of diversity in the 2020 Emmy nominees, Kaplow and the Association of National Advertisers’ Alliance for Inclusive and Multicultural Marketing (AIMM) seized upon the pivotal moment to communicate its mission and elevate multicultural and inclusive marketing.

40M+
Households Reached
Via PSA Airings
777M+
Earned Impressions
90%
Increase in New
Visitors to Site

STRATEGY

To incite a movement around the #SeeALL anniversary, Kaplow partnered with AIMM to develop a holistic campaign with eye-catching visuals and a call-to-action across multiple channels.

Reaching Hollywood, advertisers and consumers, elements included a star-powered PSA featuring Billy Porter and Lin-Manuel Miranda, earned outreach, The Hollywood Reporter publishing a letter signed by influential CMOs and a social activation.

EXECUTION

Developed within five weeks, the earned campaign launched on Emmys night with an exclusive story from The New York Times coupled with ABC airing the PSA during the primetime awards show.

ABC ran the PSA 11 times total in LA and New York around the awards, reaching nearly 40 million households while a social media activation with Facebook engaged consumers.

RESULTS

The launch generated more than 777M impressions with 50 placements across print, online and broadcast segments, including Billboard, The Hollywood Reporter, Broadway World and Playbill.

The social activation reached more than 1.6M on Facebook and drove a 65% increase in AIMM’s Instagram followers. The spot won 10 Telly Awards and received multiple accolades. PR News recognized the campaign with an honorable mention in its CSR and Diversity Awards in the Diversity Initiative category, and AIMM was also a finalist in the North American SABRE Awards. Additionally, PR Week named it a finalist in its prestigious 2021 Purpose Awards.