Culture · Brand narrative · Earned media
Turning cultural insight into national earned attention
Overview
A culturally relevant idea became a national earned-media platform, proving that a clear narrative and disciplined activation can create disproportionate attention without paid distribution.
Turned a timely cultural insight into a national platform that earned attention without relying on paid media.
01 · Challenge
What needed to change.
Black History Month is a crowded cultural moment. The work needed to earn genuine attention, feel timely rather than opportunistic, and give media and audiences a clear reason to engage.
02 · Approach
How the work moved forward.
Start with a resonant cultural insight, shape it into a focused story, and build a media-ready activation around it. Every element—from the narrative to the outreach—was designed to make the idea easy to understand, share and cover.
My role
Strategy through execution.
- Cultural and audience insight
- Campaign concept and narrative
- Creative direction
- Earned-media strategy
- Partner and stakeholder alignment
- Campaign measurement
The work
A connected system, not isolated deliverables.
01Cultural campaign platform
02Narrative and messaging system
03Media story and outreach materials
04Campaign creative
05Partner activation
06Results reporting
Results
The work moved the numbers that mattered.
218.7MEarned impressions
628Media placements
$2.3MEarned-media value
$0Paid-media spend