CASE STUDY
Imani Hakim
Strategy: Imani’s needs were to increase her personal brand by gaining more exposure through the media and general public. Gazelle Media Group took on this project to successfully enhance brand exposure to the general market. Gazelle Media Group pieced together a strategic partnership with iconic brand, Karl Kani, that helped garner more awareness. With her upcoming film premiering on TV One, Gazelle Media Group made sure to connect Imani to events that helped put her in front of National Media. As a result, Imani Hakim was at the center of major events like the Teen Choice Awards, The NAACP Awards, The American Black Film Festival, LA Fashion Week and The NBA All-Star Weekend. Gazelle Media Group garnered their relationship with The Girls Inc. Organization to make space for Imani to advocate mental health initiative for young girls, which provided more publicity for the cause. As the face of the #DearGirl social campaign, Imani Hakim put her filmmaking skills into work and penned a video letter. The video featured Imani giving an emotional monologue covering several different topics such as depression and anxiety before in support of other girls going through similar situations. The campaign positioned Imani as a mental health advocate and helped foster beneficial relationships.
Results: The most significant result was that the message stayed consistent throughout the 6 weeks as a brand that is all about girl empowerment and mental wellness. The campaign not only produced images of what Imani was all about, but also received a lot of positive publicity amongst national media like, Sheen, Rolling Out, Cheddar and Elle Magazine.
