ASan Francisco Symphony Campaign
Campaign • Fall 2024
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Working with a small but mighty team, I helped develop a campaign for the San Francisco Symphony aimed at cracking the ever-elusive mystery of Gen Z engagement. We started with surveys and focus groups to investigate how young people really felt about orchestral music — and honestly, it wasn't always pretty! But it was honest, and that honesty gave us something to work with.
Our research pointed us toward meeting Gen Z where they actually live: scrolling Instagram and falling down TikTok rabbit holes. The breakthrough came with our campaign message, "Every Note Tells A Story," which resonated strongly enough to earn "Best Campaign Message" from a San Francisco Symphony representative during final presentations. We brought the concept to life through behind-the-scenes content featuring orchestra members and strategic influencer collaborations designed to make classical music feel less intimidating and way more attainable.
This project let me flex my strategic thinking and dig into audience psychology, crafting a campaign that felt genuine rather than gimmicky, all while keeping our ideas grounded in real research and a budget that wouldn't make any finance folks faint.