Whether it is cake delivery or DIY block party kits, TV networks and streamers have gotten pretty creative with mailer campaigns during the pandemic.
Hulu recently celebrated the release of the horror comedy film Bad Hair by sending the nostalgia of the late 80s to black influencers and the press, and again backing black-owned companies. The streaming service has partnered with the Allied Moxy agency to create ad kits covering the new horror send-up from director and producer Justin Simien that Hulu released on October 23.
The film follows a young black woman named Anna (Elle Lorraine) who was asked to get a new hairstyle in 1989 in order to advance her career on a music television network. After making up her mind on a fabric, Anna realizes that her new hair makes sense for it … literally.
Marcus Best, VP of Allied Moxy, told Adweek that the agency and Hulu wanted to create a kit that would stand out from other mailers and appeal to the black community.
“It was important for us as an agency and for Hulu to do something that supports black companies,” Best told Adweek. “That was one of our top priorities when we were putting together the making of the mailer while making sure it was part of the subject of the film itself.”
Best said the agency designed the kits to resemble a gift from Cult Live, the film’s fictional BET-like network run by Vanessa Williams’ character Zora. For an 80s vibe, the design includes splashes of pink, green, yellow and lavender.
“Even though Bad Hair is a horror film, we didn’t want that sensitivity with the mailer,” Best said. “We wanted to make it lively and upbeat.”
Best said, in curating the products for the kits, the agency wanted to provide items that their recipients could actually use.
Inside, the kits feature items such as She’s Pressed Nails’ 90s-style pressure nails; a hair care kit from Tracee Ellis Ross’s Pattern Beauty company; 3 Woke Girlz hair clips; and hair wraps from Nicole Ari Parker. The kits also feature items specifically tied to the film’s narrative, including a Cult Live hoodie and a folk tale about the Moss Haired Girl.
Best said the agency sent around 150 kits to influencers and the press. The campaign encourages recipients to share their kits on social networks using the appropriate hashtags and tag all participating companies whose social handles are listed in the boxes.
“For us, this campaign is about understanding the audience of the film and the things that will be a point of passion for them,” said Best Celebrate and support black ownership. “
Also starring in Bad Hair are Lena Waithe, Laverne Cox, Jay Pharoah, Kelly Rowland, Usher Raymond IV and Blair Underwood.