Lessons Learned From Shea Moisture | The Eleven Digital Value Vol. 2

Eleven Digital’s technology teaches you how to choose the right publisher to reach the right audience with branded content.

We know that penetrating a new demographic can be very tricky, and in today's climate, making the wrong moves, especially as it pertains to attempting to reach certain audiences can feel like a minefield.  

As you all know, Shea Moisture and its new AOR VaynerMedia ran into trouble a few week ago when Black Twitter registered its disapproval of the first ad in the brand’s new campaign.

Shea Moisture is a hair care line of products that has catered to African American Women since 1991 tried to market its products to a new, larger demo.

It’s efforts backfired - terribly.  

The issue was that VaynerMedia was totally insensitive to the community in which it was catering.

They made the terrible blunder of producing a commercial that did not bode well with their core customer which became a a waste of money. Shea Moisture positioned themselves as incentive to the day to day realities of African America women with their broader marketing message. Shea Moisture should have sought a way to effectively expand its market messaging which strengthening its relationship with its core brand audience.

The issue was that VaynerMedia was totally insensitive to the community in which it was catering.
— Malik Reid of Eleven Digital, Inc.

Now let’s recap!

  1. For Starters, Shea, ended up taking on most of the heat from the public - which sucks, considering they paid an agency to make it and run it.  

  1. Shea is seemingly landlocked into a demographic, and if this struggle continues, either corporate interest will further whitewash Shea’s advertising, until the end up losing their customer base altogether. They also could stick to the rivers and lakes they are used to and stop chasing waterfalls.

Luckily, We’ve got another solution:

Brands using Eleven’s Marketplace for Branded Content win in today’s environment.

All of this could've been avoided on Eleven Digital Inc’s technology.

Shea Moisture could’ve properly reached their CORE demographic with no issue.

Eleven’s System plugs directly into traditional ad-tech - meaning Eleven would pull audiences directly from Shea Moisture’s DMP / CRM / Sales data to accurately target their current customers via branded entertainment.

They would literally be able to see what channels their current/past customers are watching, and work with content creators that resonate with their core audience, to produce entertainment they actually want to consume - from full on series integrations to influencer campaigns.

A Full on Branded Media Plan

As far as reaching a new demographics with entertainment, they could do that in literally hundreds of different ways on Eleven - In this example, we’re gonna explore how Shea and Vayner could’ve used Entertainment Eleven to penetrate a new market while keeping its core intact.

Like Gary’s methods,  you build credibility within your core audiences first, - we do that by providing entertainment. The Beauty of Eleven is that they can go as big or small as the Advertiser and Vendor (person who sells inventory i.e. creators) imagine, lending itself to some amazingly robust media planning capabilities.

This can be used as an entire roadmap for a branded media rollout.

Sponsor Popular Entertainment.

Brands can achieve massive reach in both current and prospective audience segments by sponsoring entire series of content that reach an appropriate amount of both targets.  This would casts a net that would mainly attract their core consumer, but would reach the portions their prospect demo that would be interested in Shea Moisture at all. Think of it as retargeting your core audience segment, and prospecting a new target based on “pivot points” of shared interest and habits. To target a new market, they would simply need to tailor the exposure they allocate to the new target audience segment to achieve their penetration goals

Here’s how they would get this done:  

Shea Moisture could’ve sponsored HBO’s Insecure

Imagine if Shea Moisture had asked Issa Rae to simply be the hair care sponsor for her series Insecure for the next season. Insecure is a show that we know is getting more than its’ fair share of viewership within their core demographic -- way more than that ad would ever see no matter how much they spent on placing it across the web.

All Issa would have to do is make sure they're in the shots when she’s doing something with her hair or getting ready for date or something. Simple.

Now, a portion of the production costs of the show has been covered by Shea Moisture to be integrated into the storyline of the show throughout the season. But’s that’s only for that industry vertical, the inventory is still open to other sponsors in non-competing industries.

If Issa wanted to, she could “Stack” sponsors to cover the entire production costs.

This puts Issa in a position to tell the stories about how an awkward black girl has with her hair as it relates to her personal life - in work, in relationships, and more - think about that - That’s giving the power to the creator, and a tremendous amount of creative freedom to interpret it via entertainment.

Being able to be a central fixture in how a community deals with real life issues, in a story told by one of the greatest writers of our generation is an honor that any brand should jump at.

Shea Moisture can then send shockwaves of entertainment through smaller, more targeted outlets. From there, Shea can just retarget those audience segments based hundreds of data points from locations to shared interests and media consumption behaviours, with subsequent media exposures. They can even see all the same metrics they would for traditional media like GRP, Reach, and Frequency.

Retargeting and Prospecting via Niche Outlets

Retargeting is simple, just find the channels your core is watching.  

Every Episode of Insecure is followed by the insecuritea podcast hosted by 2 of Insecure’s core audience’s biggest podcast personalities Crissle, and Hey Fran Hey. Shea moisture could not only sponsor Insecuritea, but could use Eleven to send off a shockwave of Sponsored Content via the channels that their Core and Prospective customers consume.

Imagine if every major hair vlogger, black, white, hispanic, whatever -  talked about last week's episode of Insecure while doing their videos on snapchat, Instagram, Live.me, and using shea moisture products in their core programming like Youtube Reviews and tutorials. Not only are they exposing their audiences to Shea’s product line, but they are also suggesting they watch Insecure by bringing it up, re-routing them to consume the main course, Insecure.

Imagine if every Podcast, big or small that reached that community was sponsored by Shea moisture during that season of insecure. All of this can be scheduled from executed, and tracked by both VaynerMedia and Shea Moisture in the Eleven Platform.

Actually, I believe Issa’s writing a movie with Lupita, and Rihanna as some super thieves or something, how awesome would it be if they had some super awesome gadgets that look like normal things any Black woman might have in her bag - tons of integration spaces in that concept.

Shea Moisture can keep this up forever with Eleven Digital, Inc. technology.

It doesn't have to stop there - Shea Moisture can use Eleven to integrate into communities all year round, throwing “Jabs” as Gary vee would put it - to a community via other Branded Content “sponsorship opportunities.”  

Brands using Eleven’s Marketplace for Branded Content win in today’s environment.
— Elkanah Reed, Founder at Eleven Digital, Inc.

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Elkanah Reed