BOWSFest

I partnered with Three 8 Communications, who handled PR and comms, while I took on design and content creation. First step was building a content strategy from scratch.

To address the demographic gap, I made men the primary target for paid ads. But the bigger shift was how we targeted geographically. Previously, ads had been targeting specific cities — a scattershot approach that limited reach. I restructured the targeting around Nielsen DMA regions, which allowed the ads to hit broader metropolitan areas and surrounding localities rather than just city centers. That change alone was a gamechanger for their ad performance.

The client wanted me to propose a budget and execute rather than working from a fixed number, so I built a plan that balanced reach with spend efficiency.

Content-wise, I leaned into the "One World One Legacy" theme by featuring international Black-owned spirits brands — giving the feed a global perspective that matched the event's expanded vision. The anchor of the strategy was a Vendor Spotlight series: reels, carousels, and posts that put individual vendors and their stories front and center. This gave the content a human element while building anticipation for the event itself.