Role: Vice President, Integrated Marketing, Here Media (Out Magazine)

Our goals were to create a branded content digital destination to profile and celebrate small business owners who accept American Express cards.  We also wanted to reach ang engage small business owners and LGBTQIA+ consumers (B2C) during Gay Pride Month in the United States.  Finally, we aimed to promote American Express’s Shop Small ® Initiative and its support of the LGBTQIA+ community.

I created and directed #ExpressYourselfie, a national, omnichannel campaign targeting LGBTQIA+ consumers and the  small business who support this community.  The campaign featured IRL experiences in 5 American cities + branded content campaign + user-generated content via hashtag-branded project. 

 I developed, in partnership with a web agency and the Out magazine editorial team, a digital destination including  custom, video content, user- generated content via #ExpressYourselfie and store finder for LGBTQIA-owned small businesses within the  American Express network.

 I directed on-site event production of outdoor pop-ups celebrating LGBTQIA small business owners featuring the #ExpressYourselfie dress and opportunity for consumers to add their “selfie” to the dress. The dress custom was made with a bodice made of American Express cards and a skirt lined with Polaroid “selfies.”

The pièce de resistance: Gay Pride parade floats with a drag queen performer, American Express dress band DJ and dancing brand ambassadors.  Other brand ambassadors took Polaroid “selfies” of people along the route, then adding it to the drag queen performer’s dress.  I authored Social media advertising targeting small business owners and consumers during PRIDE season.  Inclusion of Shop Small sub-brand on all B2B- promotional materials.

Results

• 3M impressions for brand across RON including placements adjacent to #ExpressYourselfie content.

• 20,000 total attendees at #ExpressYourselfie pop up and 2500 total attendees at #ExpressYourselfie. bar parties in New York City, Austin, Provincetown, Palm  Springs and Chicago.

• 1M+ audience in New York City Gay Pride parade.

• 25,000 contributions to #ExpressYourselfie hashtag campaign on social media.