Marketing Case Study - Lynae vanee
Lynae Vanee is an award winning, double NAACP nominated writer, producer and content creator who bridges the gap between black history and politics on her hit online series, Parking Lot Pimpin’.
OBJECTIVE: Simply put, I came on to this brand as a Social Media Manager. My job was to post the posts and provide the analytics. And, within my first 5 months on the job I did just that and only that. But, after a while, I couldn’t hold back my desire to do more where I saw more was needed.
I proposed a role to Lynae where I would manage her brand so that she could focus on being the talent. I’d manage the team, create quarterly calendars, assist with campaigns and strategize creative direction for special projects. One of the best things that happened for my career was her trust in me and her simple answer of “yes.”
From there my objective went to posting to leading team workshops, developing connected series to the brand, traveling for special campaigns and more. The goal went from helping Lynae to post her series to helping Lynae to scale and organize her company.
TARGET AUDIENCE: College students, Politic & History interested consumers; Allies of Black People & Black Women; Feminists, LGBTQ+
CHALLENGES: Initially, taking on more responsibilities for this brand was a breeze. However as the brand grew, I still remained one person. The growing platform required a growing team with specialized skill sets. Luckily, timing and resources were on our side. We were able to bring on a new social media manager in addition to new team members who could fulfill the new branches of the company. This way we could operate as a complete company and not just as a series of projects.
HIGHLIGHTS & WINS: To make this short, my entire experience with this brand has been a highlight and a win. Lynae is more than just a client; she is a beacon of light for all black women with a dream and one of my closest friends.
In our second year of partnership, I watched Lynae push a Black History campaign that brought in fan favorites such as Issa Rae, Amber Riley and Daveed Diggs. She flew her entire team out from Atlanta, GA to Inglewood, CA on the expectation that the campaign would be funded by a network. Less than two weeks before the campaign, the network pulled out.
We spoke about it. We prayed about it and we decided to do it anyway even if that meant cleaning out our future production budget and halting plans for the next few months. Less than a week before the campaign, a new network stepped in and funded the campaign. We were able to benefit the company triple the amount of their investment within the first month of execution.
TAKEAWAYS: All it takes is one post to become a viral sensation. Behind that post is usually years of trying and hundreds of other posts that didn’t hit the viral mark. Once that viral post takes off, you can either create a brand or enjoy the moment. If you should decide to create a brand, it’s important to note you’re not finished just there: once you create the brand you have to spend time with the brand. After you’ve done that, you need to figure out what your brand would look like if it ran as a fully functioning company.
If you have the audience, you’re 1/3 of the way there. The other parts are having a marketable product or service and having an operational structure to push what you have.
When you’re ready to from viral brand to vindicated business, we’re ready to help you do it. Head to our homepage to get started today.
