Project #3
SalonCentric x AANHPI Heritage Month
Integrated 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
Campaign snapshot
Campaign Ownership
Owned the strategy and execution across experiential, influencer, and editorial components.
Experiential Event
Delivered a live, in-person event with moderated interviews and hands-on cultural programming.
Creator Partnerships
Selected and partnered with AANHPI creators to ensure authentic, brand-safe storytelling.
Community Engagement
Strengthened brand credibility and trust within the professional beauty community.
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
A snapshot of the experiential, editorial, and influencer content that brought the campaign to life.
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.
