PBS / RFL Documentary
Social Media & Advertising

Client: PBS Pioneers: RFL Documentary
"Reginald F. Lewis & The Making of a Billion Dollar Empire"
Initiative: Social Media & Advertising Campaign - Paid Media

Millennials may know who P. Diddy, Jay-Z, Daymond John, Bethenny Frankel, and many other moguls are, but do they know about the man that paved the way for entrepreneurs to elevate their game? LACED Agency was tasked with sharing the inspiring story of Reginald F. Lewis to a new generation of fresh, young thinkers. Leveraging the power of social media marketing and a targeted social ad buy – LACED Agency successfully promoted the PBS Pioneers Documentary, “Reginald F. Lewis & The Making of a Billion Dollar Empire” during Black History Month. The campaign drove massive brand awareness reaching more than 2 million+ new viewers and sharing the story of the first-ever African American billionaire business tycoon on Wall Street. 

The goal of the campaign was to create brand awareness in the local New York and Los Angeles markets. Our intent was to share RFL’s inspiring story to new audiences and encourage viewers to watch the RFL Documentary Film’s roll-out on PBS Pioneers. To do this, LACED developed original content marketing themes and creative design for the campaign which was implemented across Instagram, Twitter, and Facebook. Using a hashtag strategy to connect with key audiences, the campaign was able to authentically introduce a new generation to Reginald F. Lewis, an inspiring person of prominence, the 1st Black $Billion Dealmaker, closing the $985 million leveraged buyout of Beatrice International Foods (which at the time, was the largest offshore transaction ever completed in the United States). LACED Agency took a strategic approach to re-packaging older archived videos by designing custom bumpers and VOs with motion graphics. This approach was essential in providing a fresh look & feel to important video content that really resonated with younger audiences and boosted brand awareness via video ads. Campaign efforts culminated with the promotion of the official launch party in NYC on Day 30 of the social media & ad campaign. The Launch Party included celebrity guests, a Trailblazing Titan Panel of key thought leaders, and a sneak peak of the PBS PIONEERS: RFL Documentary during the party. 

*LACED Agency offers many different packages for Paid Social Media & Advertising as well as Lead Generation & Data Capture Campaigns. We also offer a competitive monthly retainer package for AOR (Agency of Record) Clients. These AOR Packages are ideal for clients who need extended support at a competitive rate each month, over a 12-month+ period of time or more – utilizing all agency department talents. Various Package Deliverables vary depending on a client’s specific needs. Find out how LACED Agency may support your brand or business, when you schedule a free 45-min consultation with our team. Interested? Schedule your appointment now.

B2C: Business to Consumer



Creative Production
Social Media
Video Services

Award-Winning Work

Davey Awards “Best In Show”

“Content & Marketing-Arts & Culture for Social”

1 of 3

Davey Awards Gold

“Campaign-Social Media for Online Advertising & Marketing”

2 of 3

W3 Awards Winner

“Social Campaigns & Series-Arts & Entertainment for Social”

3 of 3

Social Media Marketing & Advertising Campaign

Scaling Brand Awareness & Brand Reach Quickly

Creative Production

  • Campaign Ideation & Strategy
  • Marketing Message(s)
  • Design & Development
  • Video Creative

Social Advertising Tactics

  • Instagram Ads
  • Facebook Ads
  • Twitter Ads
  • Video Ad Creative Units

Media Management

  • Media Buying & Placements
  • Campaign Management & Tracking
  • Media Reporting & Analytics
  • Media Analysis
  • Strategic Recommendations
  • Play Video
  • Highlight Social and Cultural Impact of RFL
  • + 6,939%
    Social Activity
    *Targeting NYC & LA Markets Over a 35-Day Campaign
    16,330 Audience Users Interacted With The Brand
  • + 7,969%
    *Targeting NYC & LA Markets Over a 35-Day Campaign
    13,072 Audience Users Engaged With The Brand
  • Notable Snippets from Film Documentary
  • Personal Inspiring Quotes
  • 2 Million +
    *Targeting NYC & LA Markets Over a 35-Day Campaign
  • Content Marketing
    Highlighting Noteworthy Life & Career 1st's
  • Promoting PBS/RFL Documentary
  • 234,000 +
    *Targeting NYC & LA Markets Over a 35-Day Campaign

How We Can Work Together.

After nearly twenty years, we understand each client has a truly unique set of needs and goals. That’s why we offer several ways that your team can flexibly work with ours! Interested? Contact our team to learn more.
  • Long-Term

Working as your strategic digital partner in an (AOR) Agency of Record relationship driving your business bottom line.

  • Strategic

Engaged for a brand launch and/or campaign.

  • Quick

Contracted for extended digital support on a key project initiative.