Tanya Zhang
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Alexander Hamilton (BNY Mellon Campaign)

 

Alexander Hamilton (BNY Mellon)

 Hamilton the Musical is making strides in broadway history. But no one knows Hamilton was also the founder of The Bank of New York, now BNY Mellon. We were tasked with bringing Alexander Hamilton and BNY Mellon into pop culture. 

award: 2016 OMMA FINALIST in SOCIAL: TWITTER CAMPAIGN

award: 2016 TBWA DISRUPTION AWARDS in MOST DISRUPTIVE USE OF CELEBRITY

REACH: +800% AVG ENGAGEMENT / NEARLY 1 MILLION IMPRESSIONS / +150% RISE IN ENGAGEMENT RATE / MENTIONS: CAMPAIGN US & brand channel

 

We revitalized Hamilton portraits and LIVE-TWEETED GIFs from BNY Mellon during the Tony Awards where the musical took home 11 Tonys, letting Hamilton pat himself on the back. #TonyAwards2016

 

We analyzed digital trends and sought opportunities to bring Hamilton's relevance into LinkedIn through moments like work anniversaries, #firstsevenjobs and pop culture memes:

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GCD: Josh Tavlin / CD: Jeff Williamson / ACD: Barb Eibel / AD: Tanya Zhang / CW: Matt Engel