Client
EXECUTION
In celebration of AAPI Heritage Month, we focused on leading the company’s go-to-market strategy, and a tailored campaign focused on amplifying AAPI talent both on and off-screen through community partnerships, industry events, and influencer-driven campaigns.
Key initiatives include the inaugural evergreen partnership with Gold House; kicking off with a co-hosted reception mixer in late April to launch Gold Women, a program aimed at elevating AAPI women. The event featured AAPI women at the helm of their careers, across industries.
In May, we supported the Los Angeles Asian Pacific Film Festival with content and talent-featured panels, and continued our long-standing relationship with CAAMFest, celebrating AAPI art and culture through film and other creative programming.
Our social media activations featured a "Slice of Life" content series, where diverse influencers showcase their communities and cultural heritage through bite-sized content on Instagram and TikTok. We will also enhance engagement by providing curated watch-party gift boxes filled with items from AAPI partners to influencers and tastemakers, creating a tangible connection to the content. This strategy ensures meaningful engagement with the AAPI community while celebrating their contributions.
The campaign proved to be incredibly successful socially, sparking meaningful conversations between influential members of the AAPI creative community through comments on TikTok and Instagram posts, as well as directly to content creators. The campaign resulted in the creation of 34 posts which resulted in 3.47MM+ social impressions, 146K+ IG Story impressions, 184K+ Likes, 2.51MM+ video views on Instagram and TikTok. The results of the campaign extended beyond metrics as the impact extended to the target and beyond, with stories that resonated with the brand’s audience.