Seasonal Immersive Experience — New York Creator Activation
Objective
Generate awareness for the seasonal immersive experience in New York City through organic VIP creator experiences, while identifying high-performing creator content for paid amplification and commissioning additional creator Reels specifically for use within the brand’s digital advertising campaign.
My Approach
I built the creator activation around a concentrated event moment, using creator selection and outreach to build awareness through event-led social content.
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, 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 seasonal immersive experience NYC combined organic experiential influencer marketing with a paid content amplification strategy. Creators were invited to attend an exclusive VIP experience with a guest, including complimentary admission, cocktails and light bites, in exchange for sharing their experience with their audiences. Following the initial activation, creator content was reviewed and selected creators were offered paid usage opportunities. Creators who produced strong Story content could also be commissioned to create dedicated Reels specifically for amplification through the seasonal immersive experience’s digital advertising campaign.
Results
The activation mobilized 40+ creators to produce 200+ pieces of content, generating 2M+ views and 15K+ engagements.
he campaign generated 2M+ views from 40+ creators and 200+ pieces of creator content. Instagram drove the majority of performance with 2M+ views and 15K+ engagements, while TikTok added 15K+ views and 608+ engagements. The highest-performing content on page 6 includes a creator post with approximately 200K+ views and 4K+ engagements, followed by posts generating 100K+ views / 2K+ engagements and 60K+ views / 3K+ engagements.