Project #3
SalonCentric x AANHPI Heritage Month
Marketing Campaign
Overview
Developed editorial content to support SalonCentric’s Asian American, Native Hawaiian, and Pacific Islander (AANHPI) Heritage Month campaign. The campaign integrated influencer storytelling, brand partnerships, and multi-channel activation to drive cultural relevance and meaningful audience engagement. It included a live event, influencer interviews, and experiential activations, including a hands-on Ikebana workshop and a curated matcha bar.
My Role
Copywriter
AANHPI CAMPAIGN POSTER
Key Responsibilities
- 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.
- 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 Metrics
- 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.
