Presented with an opportunity to partner with LinkNYC for a coveted presence on New York’s streets, we took an idea for a campaign to celebrate National Black Business Month to reality in three weeks. This meant campaign planning while coordinating and executing shoots featuring 18 Black-owned businesses across three boroughs. (Lots of unlimited Metrocard swipes and $300+ in Uber rides were involved.) The final effort included 21 Strivers, NYC’s Commissioner of Small Business Services and a few other friends. Our campaign visuals appeared on 200+ Link screens throughout August. I successfully pitched Verizon to sponsor short videos highlighting a handful of the businesses and iOne Digital, the largest Black media brand, to distribute a longer video about the challenges of Black business ownership and community support. The campaign has a permanent home on the Strivers’ Row website as a resource and will be produced annually.
Swarovski Mother’s Day 2018
After a year long advertising hiatus, we knew the brand needed to reestablish a connection with its core consumer, so we aligned with the editorial voice of her go-to platforms like Refinery 29 and Goop. As the foundation of the campaign, we tapped them to create custom articles as well as social content, and custom video was produced to begin speaking to new audiences - by Conde Nast’s Teen Vogue & them. for Gen Z & LGBT consumers respectively and Vox for male gifters. Paid social support was put behind the video assets to extend reach. The campaign also included a robust static & video display presence for scale across digital and premium out-of-home in top markets to drive in-store traffic. The campaign led to the brand’s first positive sales growth trend for the year.