#HERspective: A Series by Collabarét
Tags: BlackLivesMatter, Culture, Music, Live Streaming, Art

The Creative Idea

The HERspective series was designed around the symbolism of a moth to show the need for transformation. Being a female-founded company, we know how vital it is to provide a space for women to freely and comfortably share their ideas, thoughts, and most importantly, their unique perspectives. Thus, our IG campaign #HERspective was born. The series garnered a great amount of success and international engagement, so much so that we decided to extend the virtual experience by two weeks and included male artists. We were mindful of how we booked the male artists and made a point to feature men who strongly support women by incorporating the beauty of females into their work or celebrate femininity through their craft. The campaign graphics featured a clean and bold look, which donned the colors of red, black, and white. Each marketing graphic was personalized to the artist’s unique style and scheduled performance.

Our Desired Business Result

Collabarét’s primary goal was to expand our artist network and work with different types of talents across the world. Since Herspective was a digital activation we were able to reach a wider range of artists with more flexibility in terms of timing and geographical location. We worked tirelessly to turn this pandemic into something positive by establishing new connections with artists we otherwise might not have been able to work with before when limited by location. Since quarantine banned our ability to organize live events, we put an emphasis on reaching a larger audience through our social media channel. The Herspective campaign series was a vehicle for us to launch more consistent and dynamic digital programming which led to an increase in organic traffic and awareness of our Instagram, website, Medium, and other channels.

Our Artist Strategy

For the Herspective series campaign, Collabarét sought out artists who already have a medium to high social media following, as well as their own active online community. We knew our strategy for Instagram lives involved open conversations and Q/A’s, which would require high-level engagement, therefore artists with established communities helped encourage participation. We also wanted to book artists that have already been extremely active by using their voice and social media platform to advocate for BLM, ensuring that they correctly aligned with our mission.

The Results

Herspective was a grassroots campaign that featured a total of 18 multidisciplinary artist performances throughout the span of 3 weeks. A majority of our artists had around 10K-50K+ followers and our account gained upwards of 250 new followers. We raised $330 for the Black Artist Fund, which was our charitable partner in this initiative. Our most successful post and campaign key visual, the Herspective graphic, had an engagement rate of 2.85% and our additional posts had a reach ranging from 300 to 800 people.

Cross-promotion:

Our key takeaway was discovering how we could amplify the success of cross-promotion through split-screen Instagram lives, especially with the artists who had a high social following on their personal accounts. We also realized that by designing customized graphics for the artist they would be more willing to share our marketing materials resulting in synergistic promotion for the artist and Collabarét. To bring the Herspective campaign full-circle, we are using Medium as a way to continue cross-promotion. Each artist will have their own publication and will bring viewers into the world of our #HERspective series while learning more about the life as an artist and their opinions around the current state of our world.

Meet our Artists:

Animators:

Kamaal Manboard @kamaalart

Chefs:

Scotty Scott @cookdrankeat

Conversationalists:

Djouliet Amara @djouliet

Dolapo Sangokoya @keepitonthed_lo

Manassaline Coleman @sa.liine

Maui @maui_w

Styles Alexander @styles333lxndr

Dancers:

Antuan Byers @antuanbyers

Samantha Figgins @sfigg_udigg

Makeup Artists:

@shir.slay

@makeupbymuffy

Musicians:

Kima Otung @KimaOtung

DJ Marley @djmarley954

Maurice Fears JR @mauricefears1

Natalia Senior-Brown @thetaliasb

SYNEAD @synead

Photography:

Jeremiah Cumberbatch @testthelights

Yoga/Cello:

Wasia Ward @wasiawasia