client case studies

sheamoisture men “black men Love” Campaign

Thorpe Communications was recruited to lead marketing communications for SheaMoisture Men’s “Black Men Love” campaign with the goal of driving consumer awareness, reputation and brand affinity.  Responsibilities included developing and executing against a marketing communications strategy,  media relations,  partnership management, and events support.  The campaign won a Webby Award, was named Ad Age’s Top DE&I Initiative of September 2023 and has driven headlines across multicultural and trade publications including Forbes, AdAge, The Source, Chief Marketer, The Black Man Can and more. The initiative garnered +500M impressions, gained the attention of influential figures in sports, entertainment and business and achieved the client’s mission of fostering connection with Black men.

hbcu esports league

Cxmmunity Media is an organization dedicated to future-proofing diversity in gaming and creators of the HBCU Esports League.  Thorpe Communications was charged with creating an ownable thought leadership platform that would set it apart from industry peers, effectively communicate its mission and drive awareness of its various initiatives.

We developed and established the "future-proofing diversity in gaming" platform, which ultimately became a panel topic at SXSW in 2022, and increased awareness of the organization’s mission through speaking engagements and news coverage in leading publications including Black Enterprise, Forbes, AfroTech and more.

youtube ADVERTISING WEEK & BLACK VOICES INITIATIVE

YouTube secured Thorpe Communications to execute a press strategy promoting its Advertising Week kick-off concert featuring Mary J. Blige, DJ D-Nice and Jazmine Sullivan which signified the launch of a new D&I initiative encouraging advertisers to more effectively communicate with diverse audiences.

We created storytelling opportunities with culture-forward press to drive publicity for YouTube’s broader multicultural ad campaign by spotlighting its Advertising Week concert and securing interviews with YouTube’s Director of Black Music and Culture.