004 / Lifestyle
An American technology and media services provider
“It is very important that a show speak to the Black community, showing that we matter. In the history of entertainment, Black people have been forgotten and ignored. Our cultures have been ignored; our presence ignored. Therefore, to have shows that show us we matter, that we too deserve entertainment is priceless and important.”
of African Americans said “People like me are too often misrepresented or stereotyped in TV shows and movies” compared to 38% in the General Public
Getting to content that connects deeply with African American viewers through insights that open up exciting new opportunities for engagement
How to better engage African American viewers?
Our client was a streaming service that had broad household penetration across the US but underindexed with African American consumers. They came to Egg to understand how to strengthen their relationship with these viewers in a more engaging, empathetic and relatable way.
Insight that liberates misrepresentation
Through conversations with African American viewers – including a 40-person online community and follow-up in-depth interviews – as well as expert interviews, we discovered the values, motivations and life challenges impacting these viewers, as well as their entertainment and technology attitudes. We learned that African Americans felt that despite recent progress, today’s entertainment continues to paint them in negative, one-dimensional ways. Most importantly, they revealed, “I rarely see the real me on tv.”
A better way to empathize and engage
Our insights drove the development of two major creative campaigns, and the work continues to inspire our client’s approach towards connecting with African American audiences. With a deeper understanding of their target audience’s perspectives and pain points around media, the streaming service is now better positioned to meaningfully engage African American viewers – and to do it with authenticity and empathy.