Growing Up Hip Hop Social Strategy

Key Objectives

• Drive tune-in and traffic to wetv.com • Build social following • Creative engaging content • Grown brand awareness

Challenges

• Reaching viewers that skew younger than usual demo • Standing out in a competitive field and target market • Creating killer content with limited assets

Opportunities

• Cross-promotion between established brand pages and new show accounts • Tapping into the zeitgeist • Young talent and fans who are digital natives

Strategy

Take ‘Em To School: Let’s harness the history and cultural impact of these old-school hip hop families, extending this established halo to the next generation of moguls (and reality tv stars).

• Family Crests: ▪ ’s keyart embodied the core themes of the show. Extend this visual by tailoring the GUHH branding to each GUHH family. ▪ Each bloodline would get its own royal crest adorned with symbols that best represent them. This content type would build both brand and familial recognition in a simple way. ▪ Crests can also be used as small identifiers on quote cards featuring a member of that family. • Family Timelines: ▪ Each GUHH star is not only deeply rooted in the history of hip hop, but also the history of their own families. ▪ Create a timeline for each branch of the GUHH family. Include everything from birthdays, to first hit singles, to other monumental life moments. This graphic series will be informational and shareable across all social channels. ▪ Timelines could be posted with CTAs such as “Do you remember?” or “Where were you when…”

Bridge The Gap: To bridge the age gap between fans, let’s demonstrate fluency with the platforms and behaviors of the young target audience, while trading on the classic interests of the WE tv fan base.

• Then vs. Now Lingo ▪ A graphic series that features old school vs. new school terminology and slang side by side. ▪ Take terminology from each week’s GUHH episode and post out the then/now definition for our viewers. ▪ Use primarily as a Twitter play to be shared out live during episodes. ▪ WE tv could challenge fans to “use the words in a sentence” to practice and demonstrate their prowess. • Custom Emojis ▪ The world of GUHH is flush with iconic symbols of hip hop which can be used in a fun, engaging way. ▪ Make a series of GUHH-specific, old-school symbols (gold chains, buckets hats, character heads, etc.) that WE tv can pair with copy across platforms – using them like emojis. ▪ Execution could be as simple as a bucket of graphics to deploy reactively on Twitter, or as epic as its own emoji keyboard. Emojis could be used in conjunction with Gif Sync, releasing emojis alongside episodic GIFs.

Strategy (continued)

Leverage Talent Star Power: Let’s leverage the star power and fan bases of both the legends of hip hop and their heirs pursuing their own quests for success.

• Custom Talent Content ▪ Provide tailored content for GUHH talent to post out on their wide-reaching social channels. ▪ Ensure each piece features the star prominently and provides value to their personal accounts while driving tune-in for GUHH each week. ▪ Specific content types could include: ▪ Quote cards featuring talent ▪ Q&A CTA content ▪ Episodic teaser specific to each talent’s storyline • Parental Advisory: Explicit Advice ▪ Create a content type that trades on the parental wisdom of these OG hip hop tycoons. ▪ Create a recurring graphic series featuring parental advice for Twitter and Facebook. ▪ Snapchat Q&As featuring talent answering fan questions. ▪ Short-form video (Vine, Snapchat) of talent giving advice to-camera.

Ride The Wave: There has never been a better time to tap into the social currency of old-school hip hop with millennials. Let’s make GUHH’s social channels, as well as wetv.com, one of the go-to retro culture sources for these young devotees.

• Fan Art Gallery and Activation ▪ Harness the wealth of amazing digital fan art out in social that pays tribute to hip hop’s greatest acts. ▪ Use wealth of content by featuring talented amateur artists and influencers in a real- world GUHH gallery. ▪ Extend to social by featuring these fans on GUHH channels and placing hashtags and calls to action in the gallery space. This could take place solely on Tumblr. • Vintage Poster Series ▪ Tap into the nostalgia for hip hop’s roots by creating vintage posters that would call back to the golden era. ▪ Posters would feature the new generation, but illustrated in the graphic style of their parents’ era. ▪ Content pieces would trade on the recognizable (even iconic) styles of the older acts, and introduce the current state of these family empires. • #TBT ▪ Each week, share an illustration or photo of a distinctive throwback fashion across social channels. ▪ As fans to share pictures of themselves wearing that gear. Examples could include: gold chains, bucket hats, no shoelaces, Run DMC tracksuits, etc. ▪ WE tv can RT favorites or collect them in a gallery on wetv.com.

• Live Tweeting ▪ Concept and execute live activations with talent at red carpet and press events. ▪ Drive tune-in and spark conversation before, during and after broadcast. ▪ Create and release live, bonus content such as gifs, illustrations, and visual quote cards. ▪ Pull live fan tweets and create custom content featuring key episodic moments. • Social Recap Videos ▪ After each episode, create custom recap videos featuring the best moments of the episodes, paired with real fan tweets and commentary around those moments. ▪ Videos would encourage fans to tweet about their favorite moments • Cross Promotion ▪ Leverage WE tv brand accounts to reach fans familiar with old school musical acts (, Mary Mary, SWV) by showing where the newest members of the WE tv family fit into this group. ▪ Content types could include: ▪ Six degrees of separation between talent ▪ Hip hop facts tying talent together

Social Voice

WE are…

• deal: We’re the translator for the two sides of hip hop history, with cred in both schools. We speak with fluency and ease. • Inclusive: All fans are part of the GUHH family - whether they’re tweeting from the block, the school room, or the retirement community. • In the know: Up to date with music-related news and trends. On the same wavelength as the fans that live and breathe the modern hip hop lifestyle.

WE are not…

• Old fashioned: No “when I was your age…” tone from all social channels. We celebrate the good old days without disparaging today’s culture. • Desperate: Let’s not force language that doesn’t fit the brand. If a new word happens to dethrone “bae,” we wouldn’t jump to use it before we knew how. • Holier than thou: We’re telling the story of hip hop royalty, but we’re not sitting atop the throne. We’re talking like the fans.

Key Channel Identity

• Facebook: ▪ Drive tune-in and traffic to wetv.com. ▪ Cross promote with other WE tv series and brand accounts. • Twitter: ▪ Engage with fans, influencers and WE tv talent and brand accounts. ▪ Spark and maintain fan chatter. • Instagram: ▪ Reward fans with BTS content. ▪ Highlight fans’ creative expression through fan-art and fashion. • Tumblr: ▪ Create a digital fan art gallery inspired by Dame Dash’s Poppingtons

Social Accounts

▪ Facebook: https://www.facebook.com/WEtv https://www.facebook.com/growinguphiphop ▪ Twitter: https://twitter.com/WEtv https://twitter.com/GUHH_WEtv ▪ Instagram: https://www.instagram.com/wetv/

Community Management and Executions

Family Crests:

Family Timelines:

Then vs. Now:

Custom Talent Content:

Parental Advisory:

Social Recap Videos:

Live Activations: