Magenta Edge is an initiative helping small businesses get ahead. Using a growing library of original content, we're helping American small business owners learn and execute through the ups and downs of entrepreneurship. Magenta Edge has a foundational focus on Black-Owned small businesses, which have been disproportionately impacted by COVID while offering educational programming, original stories, and insights for all entrepreneurs.

The work took many forms. From a central website that hosted all our content to banners, social posts, and partnerships with publishers like Forbes, Black Enterprise, and Black Entrepreneur.

The results were incredible with 50% more participation than initially forecasted, 95% of participants being non-t-mobile customers, 15% Facebook engagement (Significantly higher than 1.75% expected baseline), and over 30M organic reach.

This was by far one of the strongest programs the brand has ever created and from an agency production perspective, one of the best and most successful inter-departmental collaboration projects I have ever been a part of. A real example of how the Ad Agencies of the future should be working.

Responsibilities: Creative Direction, Concept Development

Agency: VCCP NY

Production: 1st Ave Machine

EP 1: Marketing and Comms - Cecile's
How Cecile's Bath And Body Built A Brand Through Personal Connection And Customer Relationships.

EP2: Business Operations - BOOMBOX
How BOOMBOX Boxing Club in WashingtonPivoted During COVID To Keep Their Gym Booming.