To generate excitement for the second season of The Golden Bachelor, the ABC team hosted ‘Mel’s Rose Garden’ an activation and photo opp moment on Melrose Avenue. ABC tapped The Brand Agency to secured RSVPs and coverage from high-caliber press outlets and local tastemakers.

Our team reached out to our network of entertainment writers and local broadcast stations to secure interviews for Mel, while tapping our network of pop culture and lifestyle content creators to cover on the ground.

Our team secured RSVPs from marquee press outlets including Deadline, Entertainment Tonight, People Magazine, and Good Morning America, amongst many more. In addition, we welcomed local influencers to come and cover organically, including Asante Madrigal (1.4M followers), Luna Montana (1.1M followers), and Rachel Recchia (674K followers). Our overall efforts netted us over 20M organic press impressions and 42M organic social impressions.