San Francisco Symphony Campaign Pitch

Digital • Fall 2024

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I developed a fresh advertising campaign for the San Francisco Symphony alongside a small but mighty team, with our sights set on cracking the ever-elusive mystery of Gen Z engagement. Through surveys and focus groups, we investigated how our fellow young people really viewed classical music - it wasn't always pretty, but it was honest. Our research led us to craft a strategy that met Gen Z where they actually spend their time: scrolling through Instagram and getting lost in weird TikTok rabbit holes.

Our big breakthrough moment came with the campaign message “Every Note Tells A Story,” which hit hard enough that it earned us the title of “Best Campaign Message” from a San Francisco Symphony representative during final presentations - nice! We brought this message to life through proposing behind-the-scenes content with orchestra members and strategic influencer collaborations that would make classical music feel less intimidating and way more exciting.

The Symphony representative's recognition was pretty exciting validation that our creative approach had landed well and that we'd managed to connect classical music with a younger crowd in a meaningful way. This project gave me a solid chance to flex my strategic thinking muscles and try out some audience psychology, creating a campaign that felt genuine rather than forced, all while keeping our ideas grounded in real research and a budget that wouldn't make any finance folks faint.

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