UPENDO + Golden Road Brewing: Block Therapy
Pitched and commissioned UPENDO, a LA Black artist from Watts, CA to create a custom wall paint/mural in the Los Angeles area. The mural focused on Black Lives Matter messaging and tied specifically to the artist and movement. Oversaw the creative time lapse video and production to ensure the artist integrity remained
Here's a step-by-step guide from a social media perspective:
Identified the Purpose and Message:
Define Objectives: Clearly outlined the goals of the collaboration. The goal was to support social justice, raise awareness, or promote inclusivity. Golden Road Brewing understood the specific message tied to the BLM movement that the brand wanted to convey.
Social Media Teasers:
Created Anticipation: Started a teaser campaign on social media platforms to build anticipation for the mural. Teasers included artist highlights, glimpses of their previous work, and hints about the upcoming project.
Collaborative Announcement:
Joint Social Media Announcement: Coordinated with the selected artist for a joint announcement on social media. Shared a visually appealing graphic or video that introduced the collaboration, emphasizing the BLM message and the significance of the mural in the Los Angeles community.
Behind-the-Scenes Content:
Documented the Process: Shared behind-the-scenes content of the artist at work. Utilized Instagram Stories, Facebook Live, and TikTok to provide real-time updates on the mural's progress. It builded excitement and engagement.
Mural Unveiling Event:
Livestream the Unveiling: Host a live unveiling event on social media platforms. Collaborate with the artist to share insights into the mural's creation, its significance, and the impact it aims to make. Encourage followers to join virtually.
Post-Mural Engagement:
Sustained Engagement: Continued sharing content related to the mural's impact on the community. Shared testimonials, reflections, and stories from those who have interacted with the mural. Use social media to reinforce the brand's commitment to social justice.
Community Dialogue:
Facilitated Discussions: Leveraged social media as a platform for ongoing dialogue about the BLM movement. Hosted live Q&A sessions with the artist, organize virtual panel discussions, or share educational content to keep the conversation alive.
Measured Impact:
Analytics and Feedback: Use social media analytics to measure the campaign's impact. Track engagement, reach, and sentiment. Encourage feedback from the community through comments, messages, and user-generated content.
By integrating those steps, Golden Road Brewing created a meaningful collaboration with UPENDO to produce a custom wall mural that not only resonates with the BLM movement but also fosters community engagement and conversation on social media platforms.