AMY ALLEN
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Influencer Campaign

Tag Heuer

Social Influencer Campaign + Original Content

role: STORYTELLER

As the official timekeeper and timepiece of the 2016 NYC Marathon, Tag Heuer wanted to promote their new smartwatch through the lens of this sponsorship. Cake New York partnered with influencers who personified the motto of Don't Crack Under Pressure, and then documented their journeys as they trained to run the NYC Marathon.

To craft a narrative for each influencer, first I interviewed the runners to determine what makes them tick, and then I created a story arc that told how their smartwatches helped them train. 

To craft a narrative for each influencer, first I interviewed the runners to determine what makes them tick, and then I created a story arc that told how their smartwatches helped them train. 

The influencers shared their experiences on their own channels and I wrote all copy that appeared on the Tag Heuer brand channels. 

For the wrap up video, I assisted with the shot list and pulled the video together with a voiceover solution that let the runners express themselves in their own words while driving home the Don't Crack Under Pressure message. 

The campaign garnered over 113 million social media impressions, 8 million engagements, and won gold at the Chief Marketers PRO Awards 2017 for Best Use of Influencer Marketing. 

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Creative Director: Court Williams Copywriter: Amy Allen Art Director: Laura Alesci Photographer: Kevin Kuehl Producer: Emily MacDonald Account Lead: Michael Shapiro