Immersive Family Experience — New York Creator Activation
Objective
Build awareness and drive ticket consideration for the immersive family experience in New York City through local creator visits and social coverage, supported by a targeted paid partnership and creator discount codes designed to drive website traffic and ticket sales.
My Approach
I built the creator activation around a concentrated event moment, prioritizing locally relevant creators who could help build awareness.
I managed the creator pipeline from research and selection through personalized outreach, recruitment and booking, while coordinating RSVPs and guest-list logistics, along with creator-specific tracking links, paid creator negotiations and partnership coordination.
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 immersive family experience NYC used a primarily organic creator strategy to introduce the immersive experience to New York audiences, focusing on creators in the mom/family/kids, local things-to-do and lifestyle spaces. The campaign targeted micro through macro creators located throughout New York City and surrounding neighbourhoods. The campaign recorded 60+ creator RSVPs, 40+ attendees and 50+ creators who ultimately posted, while custom creator tracking links generated 1K+ UTM clicks.
Results
The activation mobilized 50+ creators to produce 300+ pieces of content, generating 3M+ views and 45K+ engagements.
The campaign generated 3M+ views from 50+ creators and 300+ pieces of creator content. Instagram was the primary performance driver, delivering approximately 3M+ views and 40K+ engagements, while a single TikTok generated 30K+ views and 3K+ engagements.