Brand marketing intern
January 2015 - May 2015
Researched and created on-air and social media branding materials for reality programming like Shark Tank, Restaurant Startup, Car Chasers, and American Greed
Analyzed and grew social media campaigns like #ShareTheProfit through event planning over Facebook and Twitter reaching over 100k users
Pre-screened 2 season (The Profit and Secret Lives of the Super Rich) and 1 series premieres (Consumed: The Real Restaurant Business) to generate copy, cross-promotions, and sharable content for social media
Situation: CNBC planned a social media initiative which encouraged content sharing from CNBC's popular series, "The Profit," to support small businesses. Up until the season 3 premiere of “The Profit,” in tandem with National Small Business Week, for every social share of "The Profit" content on Twitter or Facebook, CNBC would donate one dollar up to $100K to create better opportunities for small businesses across America. The proceeds will benefit Accion, the largest non-profit provider of micro and small business loans in the U.S. The non-profit organization empowers low to moderate income small business owners through access to capital and financial education. CNBC wanted to better promote and engage the campaign to small-business owners.
Type: Campaign Engagement Strategy and Social Media Strategy
Approach: We researched and targeted small-business owners who were active on social media and were fans of “The Profit” We also looked through past companies that “The Profit” featured in the last two seasons to see if there were any partnership opportunities to promote the campaign.
Solution: We created a gift basket featuring select products from the companies. We created themed baskets and mailed them to the small-business owners who engaged with our campaign.
Impact: CNBC was able to reach 100,000 shares in time of the season 3 premiere. The small-business owners shared their gifts on social media, which increased fandom for the show and bettered their experience with the campaign.