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How do you get an entire nation to care about the small businesses on their corner? In a world saturated with generic corporate messaging, this was the challenge at the heart of Yelp’s “Local Business of the Year” campaign. We didn't just need to run a campaign; we needed to create a national conversation, a genuine celebration of local culture that would reinforce Yelp's brand mission and drive massive audience engagement.
As the Creative Program Manager and Acting Director of Operations, I was tasked with leading the integrated marketing and creative production for this flagship campaign. This was a multi-faceted, multi-channel initiative with a clear, ambitious goal: to generate tens of millions of impressions and re-establish Yelp as the champion of local businesses in the post-pandemic landscape.
Through a meticulously planned Go-to-Market (GTM) strategy that blended earned media, community engagement, and multi-channel content, we didn't just hit our goals; we shattered them. The campaign received over 30 million impressions, earned placements in top-tier publications like Bon Appétit and Page Six, and culminated in an Awwwards-recognized digital experience. This is the story of how we turned a simple contest into a high-impact, nationwide brand moment.
Architecting a Multi-Channel Brand Moment
Before a single creative asset was made, we laid the groundwork. My first priority was to ensure every team was aligned on a single, unified strategy.
The Execution (Building the Hype Machine)
Phase 3: The Grand Finale (The Digital Experience)
The campaign culminated in the announcement of our winners, which we revealed on a specially designed, Awwwards-recognized digital experience. This wasn't just a blog post; it was an immersive story. I served as the creative lead for this experience, partnering with our UX and product teams to build a seamless and celebratory platform. It featured high-quality video profiles of the winning businesses, beautiful photography, and interactive elements that told the story of their journey. This final, high-quality execution ensured the campaign ended with a powerful, memorable, and highly-shareable brand moment.
A Multi-Million Impression Campaign That Redefined Brand Sentiment
Our strategic, multi-channel approach paid off, delivering results that far exceeded our initial benchmarks. We successfully created a national conversation that put Yelp back at the center of the local business ecosystem.
The Metrics of a Blockbuster Campaign:
Beyond the impressive numbers, the true win was strategic. We proved that Yelp could be more than a review platform; it could be a powerful force for good in the small business community. The campaign generated a significant amount of positive brand sentiment and created a valuable library of user-generated stories and high-quality content that could be repurposed for months to come. It was a masterclass in turning a corporate initiative into a genuine, human-centered story.
Three Keys to Launching a High-Impact Brand Campaign
Our PR efforts succeeded because we didn't just send journalists a press release about a contest. We gave them a compelling, timely story about the resilience of local businesses. By framing the campaign around a larger cultural narrative, we earned coverage that we could have never afforded to buy.
The "Voter Toolkits" were the campaign's secret weapon. We realized that the most passionate and authentic advocates for this campaign were not going to be us, but the nominees themselves. By giving them the tools to easily and effectively spread the word, we decentralized our marketing and created an organic, grassroots movement.
A great campaign can fall flat with a weak ending. Investing in a high-quality, beautifully designed digital experience for the finale was critical. It honored the winners, provided a satisfying conclusion for the audience, and created a final, prestigious "brand moment" that was highly shareable and earned its own accolades. The landing is just as important as the launch.
This campaign was a testament to the power of a truly integrated strategy. When you align a compelling narrative with a disciplined GTM plan and a commitment to high-quality creative execution, you don't just get clicks—you build brand legacy.
The 'GTM' is Your Third Act: Applying Narrative Structure to Your Go-to-Market Plan.'
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