The Brand Agency was excited by the prospect of working with Overheard, social media powerhouse that had taken Los Angeles culture by storm and gained over one million and a half followers. Knowing that the brand was looking to expand and gain corporate sponsorships, we made it our mission to create a profile for the mastermind behind the endeavor. Our efforts had to include messaging that presented him as a worthy corporate partner and media savvy entrepreneur.
The Brand Agency devised a strategy that leveraged one Tier 1 outlet to “unmask” our entrepreneur’s identity. We devised media-facing assets and created a short-list of outlets we believed would be impactful for the intended audience. We used our media relationships to secure this exclusive with the New York Times.
Our efforts were able to secure an exclusive interview of Overheard’s founder on the front page of New York Times’ Culture section, Sunday Edition. The feature also ran online to much acclaim and amplification by other outlets. This feature was then used by the brand to secure partnerships and collaborations as well as funding and ultimately expansion.
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