NYT SOCIAL and inFLUENCER Campaigns
Our in-house Social Video team helps spearhead the The New York Times’ ventures into new territories as we spread brand messaging in natively social ways.
Aside from launching and producing custom videos for @mynytimes, our marketing-led social account, our team also pitched, ideated and consulted on all NYT paid social influencer work— from large-scale core to sub brand activations for Cooking, Games, and Wirecutter-- all of which allowed us to test out new avenues in storytelling and brand messaging to a new, younger, curious core audience through the voices of influencers they trust.
Role: Content Strategy, Direction, Production
InsideNYT
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InsideNYT 〰️〰️〰️〰️
Spearheaded the social strategy and content production for @mynytimes, our brand-led NYT social account celebrating our readers and subscribers. In December, we launched our InsideNYT content, spotlighting Wyna Liu, our beloved Connections Editor— contributing to over 771.84k impressions for our account in our first month of launching!
Wirecutter
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Wirecutter 〰️〰️〰️〰️
Our evergreen approach to build excitement and awareness around Wirecutter’s independent testing process welcomes influencers who value authenticity to showcase examples of what Wirecutter journalists do when testing rigorously. We ship custom Wirecutter testing kits revealing surprising ways WC journalists test products featuring content from the “how we picked and tested” section of our guides. Our holiday concept revolves all around gifting a “hard-to-gift” loved one with the help of Wirecutter. Influencers connected with a Wirecutter editor to chat through how we test products to find the best gift recommendations. Whether it’s replacing Dad’s worn-down slippers or helping a roommate who is a chef replace their favorite cutting board – Wirecutter is there to guide on the hunt for the perfect gift.
Core Brand Activations
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Core Brand Activations 〰️〰️〰️〰️
As an extension of our Core campaigns, we partnered with influential subscribers who demonstrate our values and can raise awareness on our newest activations; we spearheaded this social-forward initiative with our #storyportrait activation, followed by our Train Take Over.
NYT Cooking
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NYT Cooking 〰️〰️〰️〰️
In our seasonal activations, we highlight the journey from ingredient to dish and the joys of cooking from winter to summertime. In our Emoji Text Line activation, we showcase the ease and joy of our new tool, through a glimpse into whatever locals might call their kitchen— From New York City fruit carts to backyard gardens in LA.
NYT Games
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NYT Games 〰️〰️〰️〰️
With Games being such a routine part of people’s lives, there is no shortage of funny stories and anecdotes from our players. For this concept, we looked for influencers who are known for their storytelling and humor to share fun Games moments. From unconventional score keeping in group chats, to making an unexpected friend, we wanted to highlight moment of joy and laughter that gameplay inspires.