ADAM & EVEDDB & LIONSGATE +

THE CHALLENGE

adam&eveDDB partnered with us to understand the role of Black History Month in the UK and how LIONSGATE+ can authentically show up for Black British audiences all year round, starting with an activation in October 2023.

Emma

RESEARCH CONSULTANT

Maryam

RESEARCH CONSULTANT

Ndu

CEO & CO-FOUNDER

THE INNOVATION

Using a versatile mixed-method approach, we delved into the significance of Black History Month and Black-led entertainment with Black British audiences, through engaging video diaries and interactive online workshops, which sparked authentic, spontaneous reflections and feedback.

To ground the findings of our research, we complemented qualitative data with quantitative analysis to ensure our insights were robust and representative. By tapping into our weekly omnibus survey data, we gained a comprehensive understanding of nationwide attitudes and experiences surrounding cultural events celebrating Black History Month in the UK.

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THE IMPACT

Our efforts led to the creation of a visually compelling strategic playbook that offered LIONSGATE+ actionable guidance on authentically engaging Black British audiences not only during Black History Month but throughout the year.

These insights were transformative, driving a fundamental shift in their October communications and outreach strategies. As a result, LIONSGATE+ is now better positioned to resonate with Black British audiences in a meaningful way, ensuring that their entertainment offerings are relevant and impactful during pivotal cultural moments and beyond.

This playbook has become a cornerstone for LIONSGATE+ in building sustained, genuine connections with this key audience.

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