Global Live Entertainment Tour — Santa Monica Creator Activation
Objective
Generate awareness around the global live entertainment production’s Santa Monica premiere through a large-scale local creator activation, using pre-event awareness, experiential social content and custom UTM links to drive audiences directly to ticketing. Creators were asked to share a branded Instagram Story before attending, followed by Stories, in-feed content, Reels and/or TikTok coverage after the show.
My Approach
I built the creator activation around a concentrated event moment, prioritizing locally relevant creators who could help build awareness before the event and extend the conversation through experiential content afterward.
I managed the creator pipeline from research and selection through personalized outreach, recruitment and booking, while coordinating RSVPs and guest-list logistics, content expectations and deliverables, along with creator-specific tracking links.
Throughout the activation, I managed creator relationships and deliverable follow-up as a white-label extension of the agency team, keeping the campaign moving from initial outreach through publication.
Campaign Execution
The global live entertainment production’s Santa Monica premiere used a concentrated creator activation to turn opening night into a major social awareness moment. Notable local creators were invited to the October 24 premiere and asked to build anticipation before attending, then share their experience and show highlights afterward. Custom UTM links connected creator coverage directly to the live entertainment production ticketing page.
Results
The activation mobilized 80+ creators to produce 400+ pieces of content, generating 8M+ views and 150K+ engagements.
The campaign generated 8M+ views across 400+ pieces of creator content from 80+ creators. Instagram drove approximately 8M+ views and 150K+ engagements, while TikTok contributed another 100K+ views and 6K+ engagements.