EXPERIENTIAL
FOX @ across the country: PAPER TOWNS JOURNEY
Goal: Raise awareness and drive ticket sales for the new movie, Paper Towns.
Key Tools: Event, Experiential, Social Media (Paid, Owned), Public Relations
Campaign: To align with the movie's nostalgic road trip theme, we created the #PaperTownsJourney, a coast to coast RV roadtrip featuring various influencers within the key demographic. I fully coordinated the multi-week road trip - managing contracts, flights, rentals, schedules/promotional stops, vendors, on site reps, influencer activation. Throughout the journey, the influencers created and posted social content encouraging their followers to track their journey and find them on the road - all while having once-in-a-lifetime experiences and building friendships. Mid roadtrip, the influencers were featured at a Paper Towns red carpet event along with the author John Green and to tie the event together, the roadtrip actually culminated in the West Coast premier in Anaheim where the influencers were able to be the first to watch the movie along with a few lucky fans. I amplified the event by working alongside the influencers to create highly engaging realtime content, as well as drafting a nationwide press release to glean added earned media.
Results: Impressions, engagements, PR coverage, event attendees
lionsgate @ lollapalooza nyc: do you have the nerve?
Goal: Raise awareness for the new movie NERVE.
Key Tools: Event, Social Media (Paid, Owned)
Campaign: To align with the movie's truth or dare app theme, I worked with the client to create an online and offline strategy that was based on making it appear as if the app featured in the movie was actually real. I activated key popular social influencers from different backgrounds to come together at Lollapalooza in NYC and do a set of dares from their "NERVE app" - including kissing a stranger and dancing on a table. I coordinated the scheduling, vendors, production, rentals, contracts, props, and worked alongside the influencers to create convincing realtime content and a long form video capturing the event. The brand's NERVE app social media account also played along, using owned content to interact with the followers and talent.
Results: Impressions, engagements, conversation regarding NERVE and the app along with buzz and curiosity
galeries lafayette @ france: nyfw paris trip
Goal: Expose USA audiences to their flagship store in Paris as the go-to French tourist destination.
Key Tools: International Event, Social Media/Blog (Paid, Owned, Earned), Email, Brand Partnerships
Campaign: I worked side by side with the Paris based client to coordinate a full scale event trip with select key influencers, each focused on a specific aspect of the Galeries Lafayette offerings. Each influencer created several high quality pieces of content and blog posts implementing not only Galeries Lafayette but partner brands such as the W Hotel throughout the weeklong event. The content was used in Galeries correspondence including email and digital.
Results: Impressions, engagement, click throughs, on brand comments and positive sentiment