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Niki's Role: Social Media Manager and Copywriter
The Theme: Using Lin-Manuel Miranda's digital presence to help boost The Marjory Stoneman Douglas activists message and to inspire others to join them in the fight to end gun violence. Niki set out to amplify voices of the youth while establishing an inviting network for them to use their voice to "Rise Up!".
Results: Raised over $60,000 for Marjory Stoneman Douglas. The single, “Found/Tonight” which was used as a message of unity during this campaign debuted at #1 on the Billboard digital charts. Thousands of people across the globe wore TeeRico’s exclusive line for the national walk out day and during the March For Our Lives rally. For this campaign, TeeRico’s traffic was up by 10%. The three week campaign earned over 1m impressions on Twitter alone.
Press:
BROADWAY WORLD: TeeRico by Lin-Manuel Miranda Launches #MarchForOurLives Collection
EW: Lin-Manuel Miranda, Ben Platt belt out 'Found/Tonight' at March for Our Lives
ROLLING STONE: Lin-Manuel Miranda, Ben Platt Release New Song for March for Our Lives
CNN: Lin-Manuel Miranda, Ben Platt stage powerful duet for March for Our Lives
THE EXCLUSIVE MERCHANDISE LINE
Niki’s Role: Niki used social media as a tool to create awareness about TeeRico’s supportive merchandise line. This was done through promotional content, the launch of the hit single "Found/Tonight," and live social from the March For Our Lives rally.
“Found/Tonight” Release
Over 10 million views on YouTube.
March For Our Lives Live Activation
Niki's Role: Supporting the March For Our Lives rally and the debut performance of "Found/Tonight" through live social media coverage.
TeeRico’s #MarchForOurLives Campaign
For this campaign, Niki assisted in the collaboration between TeeRico and The Marjory Stoneman Douglas activists to meet their goal in creating a powerful movement to end gun violence. By using the existing hashtag #MarchForOurLives, Niki created copy and content using Lin-Manuel Miranda's "Rise Up!" lyrics from Hamilton to communicate a message of support and unity for the activists. Using the copy TeeRico launched an exclusive merchandise line that kids and their parents wore across the globe during the national walk out day and for the official March For Our Lives rally. The last part of the campaign was the launch of Lin-Manuel Miranda and Ben Platt’s single “Found/Tonight,” a Hamildrop single that captured the emotions of our nation.