ashmere Agency served as the leading agency partner for Lionsgate and Code Black’s Tupac biopic All Eyez On Me, tapped to handle publicity, social media and influencer marketing.
Cashmere Agency served as the leading agency partner for Lionsgate and Code Black’s Tupac biopic All Eyez On Me, tapped to handle publicity, social media and influencer marketing. Our comprehensive social media campaign included content ideation and publishing, community management and paid strategy development. We produced a series of roundtable discussions featuring icons of film, fashion and sports. Our cohesive voice and authentic creative ignited social chatter around the film. On premiere day, #AllEyezOnMe was a national trending topic.
Through our foresight and understanding of hip hop culture, we anticipated that the film might elicit controversial comments. We were able to pre-empt any unfavorable press by tapping into a core audience of Tupac fans, including artists and influencers. As a result, Ludacris, Nelly, TI, Wacka Flocka and others became vocal supporters of the film. We also secured celebrities like Kendrick Lamar, BJ The Chicago Kid and TY Dolla $ign to attend the red carpet premiere. Cashmere identified and partnered with multicultural digital media outlets that we knew would act as champions for the film, allowing us to storybuild every step of the way. In the end, we overcame challenging criticism of the film through strategy, cultural insight and dedication to overdeliver on all opening day weekend projections.