Recognizing a glaring lack of Black representation among comic book creators, Ally created a multi-channel, content-based campaign that aimed to both shine a light on the issue of underrepresentation and give Black writers and artists the chance to break into the comics industry.
Objective
Because only 3.9 percent of comic artists and 5.8 percent of writers are Black, Ally saw an opportunity to help Black artists realize their dreams of making more Black superheroes, thereby inspiring generations to come. Ally's brand aim was to position itself as a leader in financial empowerment and DEI, raise awareness about its brand, and build trust with communities of color — particularly Black consumers.
Context
To relaunch a legendary but long dormant and relatively niche entertainment IP, DC and Milestone Media approached Ally as a brand partner.
Along with a broad slate of video content distributed through linear and digital channels, the campaign incorporated components like a blockbuster Snapchat AR experience, linear editorial integration on Friday Night Vibes, a broad range of out-of-home executions (including the first-ever Black superhero on a NASCAR), a print magazine, and a branded documentary with marquee placement on popular streaming platform Max.
Ally used working dollars in a new way, one that generated impact while positioning its brand as an enabler.
Target Audience
People of color over-index among comic fans but are underrepresented among creators. Importantly, equitability in comics isn't just about providing access. This partnership would provide creators of color with both creative support and business skills that are often a barrier to artists' long-term success.
Creative and Media Strategy
For its campaign, Ally engaged trusted voices — including film director Reggie Hudlin, Wu Tang Clan's Method Man, and comics legend Jim Lee — to activate target communities through social media, specialized channels, and on-the-ground efforts.
This campaign needed to accomplish its objectives while maintaining consistent messaging and remaining true to the ultimate goal of empowering Black and diverse creators, reshaping the comic book industry, and sparking heroic and durable change in our shared, modern mythology.
The central data point for "The Milestone Initiative" was the fact that only 3.9 percent of comic artists and 5.8 percent of comic writers are Black. But because those numbers are so small, and even though people of color over-index among comic book fans, if Ally wanted to make change, its campaign would have to reach broader audiences.
So, while the brand carried out DEI activations like murals in predominantly Black neighborhoods, it also tied into established Ally initiatives at SXSW and with NASCAR, as well as taking advantage of Max owner Warner's wider media universe.
The brand launched with an announcement at DC's flagship fan event — which was viewed by 22 million people — and followed that up with a Milestone-themed special and CTA on TBS's Friday Night Vibes, a popular and recurring block of programming. Organic social media amplified these announcements, driving users to The Milestone Initiative digital hub.
The next several months saw a rollout of content and activations, including branded short form films re-introducing digital and linear audiences to the Milestone characters and the mission, an innovative and wildly popular AR Snapchat experience, Milestone murals by artists of color in historically Black neighborhoods, and a NASCAR painted with Milestone's most popular hero.
In May, Ally executed the one-week Milestone Initiative Summit at DC Headquarters. This was followed by a mini-documentary spotlighting the Initiative fellows, and in July, the launch of Milestone Generations, an Ally-branded feature doc on Max. The brand capped the program with The Milestone Chronicles, a print magazine collectible distributed at fan events, comic shops and to Ally customers.
The campaign garnered more than one billion impressions, including 82.5 million impressions with the Snapchat experience. Among those who engaged with the campaign, Ally saw double-digit growth in brand KPIs, including:
Milestone Generations received marquee placement on Max, where it scored a 95 percent positive rating with an 85 percent intention to share.
The campaign was covered in outlets like the LA Times, Variety, and The Root, and the film was independently screened by institutions like the prestigious Schomburg Center.
Finally, The Milestone Initiative accomplished its goal. The diverse emerging creators selected for the program are now publishing professional work starring iconic superheroes including Batman, Cyborg, and others — and consumers see Ally as the brand that made it happen.
