Saptosa Foster, Managing Partner, 135th Street Agency
Saptosa Foster was tasked with generating awareness surrounding the limited theatrical release of the independent film BlackBird, whose lead co-actors—Mo'Nique and Isaiah Washington—had suffered recent negative press. She sought to create opportunities for the two actors to promote positive messages about the film in the press in order to drown out any negative messages surrounding their personal images. Saptosa drafted the messaging, angles and media plan for the entire campaign and oversaw the execution and tracking of results. The campaign generated more then 757 million impressions and almost 300 media placements with strong broadcast coverage on Good Morning America, The View, Entertainment Tonight and Wendy Williams.
Saptosa also oversaw the implementation of a crisis communications campaign to combat the negative backlash on social media following the announcement of the sale of Carol's Daughter to L'Oreal. To remind consumers the the company always has their back, Saptosa and her team designed a short-term marketing campaign that utilized a mix of social media, PR and experiential tactics to impact brand awareness and loyalty. The campaign included interviews with founder Lisa Price, social media messaging and influencer testimonials. More than 4.3 million social media impressions were generated around the brand with 40 media placements in national and local multicultural, business, lifestyle and beauty outlets.