WE LED THE GO-TO-MARKET COMMS STRATEGY AND BRAND REFRESH FOR LAUGH OUT LOUD
Client: Kevin Hart's Laugh Out Loud
We created the go-to-market communications strategy for Laugh Out Loud, Kevin Hart’s global comedy brand and multi-platform entertainment company. As Agency of Record for 3+ years, we continue to drive press coverage around the company’s successes and expansion. We also provide strategic counsel on the roll out of original and branded content, elevate the top executives through key placements and conferences, and streamline communication between all of Hart and LOL’s stakeholders.
In 2020, Metro helped lead a brand refresh to bring the company messaging, visuals, and narrative in line with the company’s successful evolution of its business model.
Results: Kevin Hart on cover of Adweek to promote LOL | Secured LOL executives inclusion on AdAge 40 Under 40, Multichannel News, Cynopsis, and Variety’s Digital Impact Report.
Launched Kevin Hart: Lyft Legend to Internet’s #1 branded content post | Generated 1B+ press impressions and counting LOL’s Cold As Balls, the Internet’s top sports talk show (sponsored by Old Spice)
WE BUILD PERSONAL BRANDS FOR PRODUCERS & LEAD SUCCESSFUL AWARDS CAMPAIGNS
Clients: Leading Producers & Production Companies
We represent A-list producers, directors, writers, and production companies. We elevate our clients’ projects and work hand-in-hand with network and studio PR teams to maximize viewership of each TV show, film, digital project and festival roll-out.
We secure strategic placements across trade and industry press that drive new business deals and generate buzz; consumer stories to drive viewership and series renewals; execute successful awards campaigns; and bring thought leadership and meaningful speaking opportunities.
We are more than simply gatekeepers - we are proactive in telling the story of your personal brand.
Results: Lead awards campaigns resulting in nominations and wins across Emmys, PGA Awards, WGA Awards, festival prizes, & more | Secure top industry trade Power List placements | Place PR stories in industry outlets that attract buyers for our clients’ projects
WE CREATED ONE OF THE MOST SUCCESSFUL VOTER REGISTRATION CAMPAIGNS IN HISTORY
Client: #GoodtoVote x David Dobrik x HeadCount
Our creative arm, Metro Creative, is engaged by #GoodtoVote to develop authentic campaigns to motivate Gen Z to take action around voter registration and civic participation.
Built on the belief that PSAs do not move the needle, we created a campaign that teamed the Internet’s most engaged influencer, David Dobrik (a DACA recipient), with nonpartisan organization HeadCount to launch a record-breaking initiative that drew in Gen Z and Millennial voters - giving away 5 brand new Teslas.
We oversaw the effort from creative concept to execution, including pitching out the final product to drive press visibility around the #GoodToVote campaign with HeadCount.
Results: In 24 hours, over 100,000 Americans registered to vote through the Tesla giveaway led by Dobrik. More than 250,000 others verified their registration status. HeadCount: “This is unprecedented in the entire history of celebrity-led voter engagement campaigns.”
WE TURN MAKEUP ENTHUSIASTS INTO A COMMUNITY OF “MORPHE BABES”
Client: Morphe Cosmetics
As agency of record for Morphe Cosmetics, we lead the brand's product launches, store openings, talent-driven campaigns, and corporate communications efforts. Our work drives sales, while engaging and expanding the loyal community of 'Morphe Babes.'
Results: Secured Morphe WWD Beauty Inc.’s Brand of the Year 2019 Award | Morphe’s Fluidity Foundation named as Essence’s “Best in Black Beauty” 2019 Award | Morphe founders honored as one of the annual Glossy 50 | Consumer work continues to contribute to product sell outs
WE CREATED A YEAR-LONG INFLUENCER AND CONTENT CAMPAIGN FOR THE JURASSIC WORLD FRANCHISE
Universal looked to us to create a year-long marketing campaign, integrating ideas with inherent PR value, for the Jurassic World franchise across social media and product launches.
We created multiple social concepts and content partnerships, including: an Instagram series with viral #DinoDinaSeries photographer Jorge Saenz to showcase the toys; talent integration into Dreamworks’ Sci-Fi Test Lab series; a four-part Coyote Peterson (Brave Wilderness) original series; a JW dance video with famed YT choreographer Kyle Hanagami; and multiple custom gaming integrations.
Results: 40M+ organic views | 1.3 M+ organic engagements | Positive sentiment across content | 80M+ followers reached across YouTube, Instagram, TikTok and Facebook.
OUR WORK HELPED INCREASE RUPAUL DRAGCON'S ATTENDEES FROM 10,000 TO 100,000 IN TWO YEARS
Client: RuPaul's DragCon Creators, World of Wonder
As Agency of Record for World of Wonder, we've worked closely with WOW to increase mainstream awareness of DragCon and place meaningful stories about the family-friendly, inclusive event that has become a hub for over the top fashion looks and political opposition.
We implement a multi-pronged strategy for each convention: push ticket sales with early convention buzz; maximize shareable and visually exciting moments across social and traditional media; develop unique messaging for each convention to tell the larger DragCon/WOW story and attract brands; and leverage the convention to announce company news (new shows, platform expansions, convention expansion).
Results: Total attendance increased from 10K – 100K | 2B+ media impressions | Widespread press coverage, brand building, and family-friendly narrative has helped attract brand partners to the event for sponsorship
WE EVOLVED THE NARRATIVE FOR VIDCON, THE WORLD'S BIGGEST CONVENTION FOR ONLINE VIDEO
Client: VidCon (a ViacomCBS company)
As global Agency of Record for VidCon, we lead press for the U.S. convention in Anaheim and oversee messaging and strategy for the brand's international expansion. Our work includes rolling out the company's recent rebrand in 2020. We also consult on and support programming, as well as logistics.
Our team helps drive ticket sales through pre-event press, giveaways, talent interviews, and social content ideas. We connect VidCon executives and Featured Creators with top B2B and B2C publications for pre-stories and for on-site press that drive ticket sales and buzz around the convention.
Results: 1B+ media impressions for VidCon U.S. | Land top desired headlines with key B2B press promoting international expansion, diversity, and the variety of brands and platforms on-site | Placed 5 min+ standalone segment on Colbert | Secured multiple Today Show national segments
WE DEVELOPED THE AWARD-WINNING SERIES, MTV's LIT!
Viacom tapped Metro's creative team to pitch and produce a digital original show as a lead-in to a new dance docu-series on MTV's slate. We created LIT!, an unscripted series that looks at the under-under bellies of dance movements in various pockets of the United States and how the leaders of these tribal circles are impacting our culture. Metro developed the format, produced talent and worked with MTV's internal digital team to execute the series.
Results: BEATS BY DRE signed on as sponsor based on Metro’s concept | LIT! won a Webby Award in Social, Culture & Lifestyle | Lit! won a Clio Award