Marketing & Media Strategy
/w=3840,quality=90,fit=scale-down)
/w=3840,quality=90,fit=scale-down)
/w=3840,quality=90,fit=scale-down)
/w=3840,quality=90,fit=scale-down)
Influencer marketing is a strategy that involves collaborating with individuals who have a large online following to promote brands, products, or services by leveraging their credibility and reach.
Influencer marketing is a powerful strategy in the modern marketing landscape, leveraging the reach and credibility of individuals with significant online followings to promote brands, products, or services. Joshua Weaver has demonstrated extensive expertise in this area, having successfully implemented influencer marketing strategies across various roles in their career, particularly at The Ad Council.
As the Campaign Director for the "American Dreams" campaign at The Ad Council, Joshua led a $5MM+ national initiative focused on LGBTQ+ anti-discrimination across 28 states. They spearheaded the strategic planning and execution of this campaign under the Love Has No Labels initiative, collaborating with top agencies and media partners to produce compelling PSAs on critical issues like housing, safety, and employment.
Joshua's role at The Ad Council involved leading a cross-functional team in developing three PSAs, delivering impactful messaging across TV, digital, and social media platforms. They worked closely with R/GA on campaign production, attending shoots and providing feedback to align creative direction with campaign goals. This hands-on approach ensured that influencer collaborations were seamlessly integrated into the broader marketing strategy.
Throughout the campaign, Joshua secured extensive donated media placements through collaboration with media partners and creative agencies, enhancing the campaign's reach. They also monitored campaign performance metrics and applied data-driven insights to optimize reach, engagement, and overall impact. This approach resulted in significant success, with the campaign achieving a 33% ad recall lift and garnering over 20 million video views.
Joshua's expertise in influencer marketing at The Ad Council is further evidenced by their ability to leverage empathy-driven storytelling to raise awareness of LGBTQ+ discrimination. By incorporating influencer partnerships into the campaign strategy, they were able to amplify the message and create authentic connections with the target audience, ultimately driving meaningful social change.