I develop a strategic mix of influencers from celebrity talent to consumer advocates to tell a brand story. 

I believe in building lasting partnerships vs. one off paid endorsements. I utilize a mix of tools to identify the right people, manage their participation and track their performance.

They key to success is in the development of a creative platforms so all the posts tell a larger brand story that can be used across owned properties.

Tag Heuer + The NY Marathon

From sponsorship to content machine

Running was identified as a core passion point for the luxury watch consumer which led to the brand’s sponsorship of the NY Marathon. Instead of just including their logo on marketing material, we wanted to showcase how their new smartwatch could help runners train and complete the marathon. My team identified multiple influencers across the country who we engaged to not only run the NYC marathon as part of Team Tag, but also allow us to document their training journey. We used this content across Tag’s owned social channels as well as cross promoted on the influencer’s channels. We then shot a video capturing the experience of the runners the day of the race and promoted the video across social with a targeted paid distribution plan.

From this content we were able to obtain an additional 8.6MM engagements outside of the sponsorship.