Project #5
SalonCentric x AANHPI Heritage Month
Integrated Campaign
Overview
Developed influencer and brand partner content for SalonCentric’s Asian American, Native Hawaiian, and Pacific Islander (AANHPI) Heritage Month campaign, using creator-led storytelling to support cultural relevance, brand credibility, and community engagement. The campaign paired authentic voices with clear brand messaging and multi-channel amplification across owned, organic, and paid platforms.
My Role
Copywriter
Campaign snapshot
Integrated Cultural Marketing
AANHPI brand activations and live interviews
Inclusive Brand Storytelling
Authentic AANHPI voices and lived experiences
Influencer Partnerships
Collaborations with AANHPI beauty creators
Multi-Channel Touchpoints
Social, digital, and paid campaign rollout
Beauty Professional Spotlights
Featuring AANHPI stylists and industry leaders
AANHPI CAMPAIGN POSTER
Campaign Strategy
- Selected creators based on audience relevance, cultural credibility, and brand alignment.
- Partnered with creators and brands that reflected AANHPI values and professional beauty expertise.
- Balanced authentic creator expression with clear messaging guardrails.
Campaign Messaging
- Developed creator briefs outlining key messages, tone, and brand voice.
- Defined guardrails to ensure consistency across creator content.
- Reviewed and refined copy to maintain narrative alignment.
- Coordinated approvals across internal teams and partners.
Final Deliverables
Impact
- Expanded reach and visibility through creator and paid amplification.
- Strong engagement across creator and brand-owned content.
- Reinforced SalonCentric’s commitment to AANHPI representation and inclusive storytelling.
Tools & Skills
