Cashmere led and executed a strategic, culture-first PR campaign for Sony’s The Woman King that brought Black women's strength into the spotlight.

The Challenge 

How do you take a nuanced narrative and make sure the focus stays on the right part of the story? By keeping the focus on the strength of the women — and what it means to Black history.

The Insight

Strong Women Deserve to See Strong Women in the Spotlight

“The Woman King” is a breakthrough film with an unprecedented level of representation of Black women on-screen. The collective audience wanted to make this a celebration, as a historical moment for Black women. Cashmere’s diverse PR team had the cultural expertise to deliver authentic stories and generate conversation.

The Idea

#IAmAWomanKing

In addition to its star-studded cast, we spotlighted behind-the-scenes talent on the film from hair, make-up, costume design and combat training to share a cultural and comprehensive story about the film. And our PR strategy added depth and context to an emerging conversation on social about the history of the Dahomey people and their involvement in the slave trade. In doing so, we ensured it didn’t overshadow the larger story narrative of the film.

The week of release, Cashmere led three simultaneous #IAmAWomanKing screenings in Atlanta, Los Angeles and New York. Each had select press and media invitees who ignited social chatter to help propel a highly successful premiere — along with special guests like actress Niecy Nash, “The View’s” Sunny Hostin and ESPN’s Angela Rye coming out strong for it.