THE ASK
A’ja Wilson was a 2x WNBA Champion, 2x MVP, and 2x Defensive Play of the Year, and was eager to add another title: author. Like the champ she is, she was eager to be as successful of an author as she is baller, too. That meant she needed natural ways to engage her community so they’d support her first book!

THE STRATEGY
Galvanize older Black women (mothers, aunties, big sisters and cousins) to pour into the young, Black girls in their life by dispelling any self-doubt, uplifting self love, and encouraging open, honest dialogue.

THE RESULTS
A’ja became an instant New York Time’s Best Seller!

As a member of Alpha Kappa Alpha Sorority, Inc., like A’ja, I established a partnership with the sorority to encourage the 300K+ global members to support their sorority sister in her endeavors as a first-time author. Check out AKA’s IG post! As a result, I secured 1,400+ book sales.

As an extension of the partnership, we created post cards for a Founders’ Day event where 2,000+ members would be in attendance. For this same event, I creative directed a video, in which A’ja addressed our sorority sisters.

Beyond AKA, we identified and engaged trusted messengers in A’ja’s hometown, Columbia, SC, and Atlanta to amplify her book, partnered with Black book reviewers and book clubs, and hosted an event held at her alma mater, University of South Carolina, for her to engage with her chapter sisters and students.