Role: Social Strategy • Influencer Program Development • Agency & Talent Management • Paid Social Execution

THE CHALLENGE

Reintroduce Pier 17 as a cultural destination in NYC’s Seaport District by shaking off outdated perceptions and generating buzz for its rooftop concert venue. The goal: create a high-energy, high-visibility campaign to drive excitement through the voices of trusted NYC-based creators.

THE STRATEGY

Built and managed a strategic influencer framework involving 18 creators, timed content waves, and exclusive event access

Developed a comprehensive influencer toolkit that ensured brand alignment while leaving room for creativity

Collaborated with artist Geronimo to turn the entrance parade and balloon sculpture into the campaign’s visual centerpiece

Led paid social strategy to amplify the top-performing content and increase discovery pre- and post-event

Oversaw agency and creator coordination in real-time on event day to maximize storytelling across platforms

THE RESULTS

3.1M+ impressions from 44 influencer posts across Instagram, Facebook, and Twitter

104.9K+ engagements from fans reacting to vibrant visuals, rooftop views, and behind-the-scenes content

Reinforced Pier 17’s transformation as a destination for culture, music, and NYC summer moments

WHY IT MATTERED

This campaign didn’t just relaunch a venue — it reset how locals saw an entire neighborhood. By leaning into influencer storytelling, we turned a one-night event into a movement of I need to be there.