How do you market a new type of reality show, featuring successful, self-made business women leading Jackson, Mississippi’s social hierarchy? OWN’s “Belle Collective” marketing campaign included a teaser for the show during OWN’s Christmas special; used digital and social marketing on Bravo, TLC, and We TV; had multiple social media placements as well as direct buys with “The Shade Room” and “Baller Alert.” OWN even awarded $10,000 grants to three small business owners. The show became Friday night’s top telecast on broadcast and cable with women 25-54 and 18-49.
