Mahogany BIPOC Influencer Agency
Overview
Co-founded and launched Mahogany, a BIPOC Influencer agency under UM Worldwide, in response to the social justice movement following George Floyd’s death. The agency aims to address issues of pay equity, representation, and fairness for BIPOC influencers across the United States.
Key Skills
– Business Development
– Influencer Marketing
– Diversity, Equity, and Inclusion (DEI) Strategies
– Pitch Deck Creation
– C-Suite Presentation
– Contract Negotiation
– Data-Driven Metrics
– Community Building
Challenge
Address the systemic inequities faced by BIPOC influencers in the marketing industry, including issues of pay disparity, lack of representation, and limited access to opportunities.
Solution
– Partnered with UM’s C-Suite executives to develop the concept
– Created comprehensive pitch decks for presentation to the President and C-Suite team
– Developed a unique value proposition focused on equitable discovery, metrics, and access for BIPOC creators
– Established a data-rich and community-driven strategy
– Built relationships with emerging and established creators across various influence levels (from mega to nano)
– Focused on subcultural connections and mainstream movement influence
– Integrated science, art, and outcomes in each proposal
Results
– Successfully launched Mahogany as a new line of business under UM Worldwide
– Contracted $1 million in deals within the first year of operation
– Created a platform that promotes equity and fairness for BIPOC influencers
– Established meaningful relationships with diverse creators
– Positioned Mahogany as a leader in equitable influencer marketing
My Role | Co-Founder and Strategic Lead:
– Conceptualized and developed the Mahogany agency model
– Created and presented pitch decks to UM Worldwide’s C-Suite
– Led business development and client acquisition efforts
– Oversaw strategy development for influencer campaigns
– Ensured alignment with diversity and equity goals
Project Details
– Parent Company: UM Worldwide
– Agency Name: Mahogany
– Target: BIPOC Influencers across the United States
– Key Focus: Equity, fairness, and representation in influencer marketing
Mahogany was born out of a crucial need identified in the wake of the George Floyd protests and the subsequent focus on social justice. The agency’s name, “Mahogany,” was chosen to symbolize strength, durability, and the rich diversity of BIPOC communities. Just as the mahogany tree is known for its resilience and valuable wood, the agency aims to highlight the invaluable contributions of BIPOC influencers to the marketing landscape.
The agency’s approach was rooted in the “magic of diversity,” recognizing that BIPOC influencers bring unique perspectives, cultural insights, and authentic connections to their audiences. By focusing on both emerging and established creators, Mahogany ensured a pipeline of diverse talent that can influence both subcultures and mainstream movements.
Mahogany’s success in its first year, securing $1 million in contracts with partners such as BMW and J&J, demonstrates the industry’s readiness and need for a more equitable approach to influencer marketing. This case study showcased how addressing a critical social issue can also lead to business success, proving that ethical practices and profitability can go hand in hand.
The agency’s data-driven approach, combined with a strong community focus, sets a new standard for influencer marketing. By emphasizing metrics and equitable discovery, Mahogany not only helps brands connect with diverse audiences but also ensures fair compensation and recognition for BIPOC creators.
As the marketing industry continues to evolve, Mahogany stands as a testament to the power of diversity and inclusion in driving innovation and creating meaningful connections between brands and consumers.
