Media Relations + Content Creation
For New York Fashion Week SS20, leading natural hair brand Cantu partnered with leading high fashion designer LaQuan Smith. As the official hair sponsor, we invited beauty editors backstage to see the hair looks created for the runway. In addition, we tapped beauty/fashion influencer @thenotoriouskia as our curly girl correspondent to provide details on the styling process and share the backstage NYFW experience with Cantu fans via social.
Media that attended backstage to take in the hair and beauty looks included ESSENCE, Marie Claire, The Zoe Report and Nylon with show coverage secured on Stylecaster, WWD and HypeBae. In addition, content created and shared on Cantu and @thenotoriouskia’s Instagram channels garnered more than 500 million social media impressions.
Media Relations + Influencer Marketing
Greentop Gifts is a celebration company ensuring that families of color see themselves reflected during the holiday season. Vibrant wanted to position Greentop as a viable solution with its gift wrap via media relations and social campaign by sending parenting and lifestyle editors gift wrap and accessories while collaborating with a variety of mom, design and kid influencers.
As a result of creating a holiday news engine, we were able to secure 20+ media placements including segments on New York’s Pix 11, nationally syndicated show Sister Circle as well as ESSENCE, Romper and MadameNoire. In addition to partnering with 6 influencers for the season, total reach garnered 25 million media impressions.
Events + Content Creation
Legacy cosmetic brand Black Radiance has been encouraging Black women to love their shade of beauty for 20 years. In an effort to refresh the brand and connect with a more millennial audience, we sought to activate at tentpole events and cultural moments in 2019.
Black Radiance engaged with more than 20,000 consumers during the summer by activating the ultimate beauty experience during World Pride in NYC, ESSENCE Festival and CURLFEST. Makeup tutorials with celebrity makeup artists Alex Butler and Jacen Bowman, sampling product and Instagrammable moments were captured by attendees to land coverage in ESSENCE, Who What Wear, Refinery 29 and Hello Beautiful.
Media Relations + Thought Leadership
Collab Capital is a new alternative capital fund with a mission to close the racial wealth gap in America by investing in Black founders. We sought to not only bring awareness to the fund but also to the Black innovators that Collab Capital was supporting with both economic and social capital.
The death of George Floyd in May 2020 forced America to take a look inward across various sectors – from housing to employment – in how systemic racism played a part in the inequality with policies and practices in regards to Black Americans. As a result, venture capital was critiqued on the already known disparities encountered by Black startup founders. Coupling Collab Capital’s insights on prejudices in VC with the announcement of their first investment ($500K) into Black woman-owned rain hat company Hairbrella, Vibrant was able to secure coverage on Techcrunch, crunchbase, Atlanta Inno, Black Enterprise, Fox Soul and Bloomberg (TV).