From PBS to TikTok: Making History Trend with 'Making Black America’ Beauty Campaign
The Opportunity: PBS launched Making Black America: Through the Grapevine, a series by Henry Louis Gates, Jr., to share important stories about Black social networks and institutions throughout history. The challenge for the filmmakers and PBS was that they really wanted this important history to reach Gen-Z who may not see the docuseries on tv. The question was: How do we make this detailed docuseries appealing to a generation that values quick, and relatable storytelling?
Client
PBS
Client
Creative Strategy
Creative Strategy:
Bringing History to Life
The goal of the Making Black America campaign was to engage a younger audience by celebrating Black beauty as an act of self-expression linked to historical moments. Today’s Black beauty influencers are not just following trends; they are setting them and continuing a rich history where style reflects the current times, making beauty both personal and political. We aimed to bridge the academic depth of a PBS documentary with the relatable, everyday world of TikTok.
Celebrating Today’s Trendsetters
We recognized that these influencers are not merely promoting beauty trends; they are making history. By inviting them to share their perspectives on styles from different decades, we aimed to show them that they are part of this ongoing narrative. Their voices and platforms play a crucial role in shaping how Black beauty is defined today, and we wanted to highlight that connection.
Making History Relatable
This campaign made history accessible and digestible. It’s not every day you see a scholarly documentary brought to life through a "Get Ready With Me" video. By incorporating everyday routines like makeup and hair tutorials, we transformed complex historical themes into relatable experiences. We demonstrated that history isn’t just something to read about; it’s something that individuals carry with them and express in their daily lives.