OVERVIEW.
Project Description:
OVERVIEW. Project Description:
We led the end-to-end campaign for Christian hip-hop artist Miles Minnick's "Warrior Welcome" concert at Jessup University—a high-energy, faith-driven experience designed to merge Gen Z music culture with enrollment and community activation.
Challenges & Approach:
With only 60 days to execute, we needed to drive high-impact awareness, ticket sales, and community engagement with a lean budget and zero margin for misfires.
Our multi-channel approach included:
Campaign Strategy: Developed an 8-week launch strategy across organic, paid, and influencer-driven content
Content Production: Shot video invites, animated teasers, and dynamic social graphics with Miles and other acts
Paid Ads: Launched a geo-targeted Meta campaign with a $0.25 CPC and a 2.38% CTR, reaching 49K unique accounts at an approximate spend of $700.
Brand Collab: Launched limited-edition “Warrior” merch and created activations like photo booths and backdrops
Event Strategy: Managed run-of-show, pre-show tailgate, and brand-led conversion zones like the Enrollment Table
The Result:
800+ tickets sold (near capacity)
85% of limited-edition collab merch sold onsite
49.1K reach / 13.3K engagements / 2.8K clicks at <$0.25 CPC
Strengthened Jessup's Gen Z relevance in NorCal Christian culture
Generated follow-up opportunities for VIP activations, influencer programs, and community re-engagement
