Campaign details
Brand: HBO Multicultural MarketingAgency: HBO MulticulturalCountry: USA
Marketing context
For the first time, HBO Multicultural Marketing launched The HeLa Project, which was an integral component of the general, overarching marketing campaign. This campaign included print, on-air, digital and OOH elements. Oprah, the film's star, took advantage of her influence as a media mogul to promote the film through her numerous promotional channels, including her social media accounts, and through a promotional press tour that included the cover of an Essence cover,, hosting a junket for black female journalists (#blackgirlmagic), and making show appearances....