Niki's role: Strategist, Social Media Community Manager and Lead Social Media Producer

The Theme: To leverage Lin-Manuel Miranda's existing digital footprint and presence in the entertainment industry to signal boost the Immigrants We Get The Job Done coalition. Niki combined this objective to grow TeeRico's brand and subsequent enthusiasm for the exclusive merchandise line across multiple platforms on social media.

Results: As a result of Niki's collaborative work on this campaign with Prizeo and Lin-Manuel Miranda, TeeRico helped raise millions for the Immigrants We Get The Job Done coalition. TeeRico’s social media platforms garnered over 500,000 impressions over a two week period and fans were energized about TeeRico’s exclusive “Immigrants” merchandise line as engagement was up by 20% and growth up by 30%. This was done by streamlining the viral challenge using TeeRico’s social media platforms.

#Ham4All Overall Results: 67m impressions | 1.7k posts | 3k rt

Press:

• EW: Every celebrity who has sung for the #Ham4All Challenge

• Rolling Stone: Lin-Manuel Miranda Releases ‘Immigrants’ Video From ‘Hamilton Mixtape’

• Playbill.com: #Ham4All: Stephen Curry, Shonda Rhimes, and More Sing Their Favorite Hamilton Songs for Charity

• Variety: The Best Celebrity #Ham4All Videos: Ed Helms, Lea Michele and More Cover ‘Hamilton’

THE EXCLUSIVE MERCHANDISE LINE

Niki’s Role: To use social media as a tool to create awareness about TeeRico’s supportive merchandise line. This was done through the use of promoting celebrity and customer branding.

THE CHALLENGE

IMMIGRANTS: WE GET THE JOB DONE VIDEO LAUNCH

Over 6 million views on YouTube.

CELEBRITY ACTIVATION

Niki’s Role: Niki served as TeeRico's Social Media Community Manager for this particular activation. She strategized the execution of TeeRico's roll out of the #Ham4All celebrity challenge videos.

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TeeRico’s Immigrants: We Get The Job Done Campaign

Niki was an integral part in the launch for the Immigrants: We Get The Job Done campaign. Through a successful social media campaign, she assisted in the roll out of the digital release of the “Immigrants: We Get the Job Done” music video, taken from the wildly successful The Hamilton Mixtape. To further engage Lin-Manuel Miranda's fan base, she helped roll out the #Ham4All challenge, introduced by Mr. Miranda, which invited people to post a video singing or rapping a song from Hamilton, and then challenge a friend to post and donate to the Prizeo campaign. The challenge went viral, generating tens of thousands of videos from fans and engagement from hundreds of celebrities, including Steph Curry, Amy Schumer and Ben Stiller.

To support this challenge TeeRico launched an exclusive merchandise line of the same name, which Niki then promoted on social media. 100% of the merchandise sold went to the Immigrants: We Get The Job Done Coalition.