BMW

She’s In The Driver’s Seat

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A 360° integrated campaign
engineered for impact

BMW partnered with The Newsette to authentically engage diverse, high-value audiences—showcasing luxury and innovation at the brand’s core. Through the multi-channel She’s in the Driver’s Seat campaign, we celebrated four key cultural moments, spotlighting powerhouse women who embody control, confidence, and leadership behind the wheel.

Content Views

  • Driven by custom-produced social video, photography, newsletter features & digital experiences

  • Amplified the voices of multi- talented, advocacy-driven women

  • Led audiences from newsletter to digital hub

Cultural Celebrations

  • Activated around AAPI Heritage Month, Pride, Hispanic Heritage Month, and Diwali — each paired with a unique BMW hero vehicle

  • Featured authentic representation through four women from distinct career verticals

  • Strengthened BMW’s connection to diverse communities while reinforcing premium brand positioning year-round

Role
Creative Producer
Account Lead
Pre-and Post-Sale Marketing Lead

Client
BMW

Year
2024

I led production and creative direction across every touchpoint, ensuring each asset seamlessly integrated BMW’s premium vehicle storytelling with authentic cultural celebration. I developed custom scripts, led talent procurement and relations, directed 4 shoots, and oversaw all copy, design and social extensions — amplifying representation and deepening BMW’s connection with target audiences.

An immersive, interactive hub driving cultural connection

Hispanic Heritage Month

AAPI Heritage Month

Driving engagement and representation across feeds

Pride Month

15

69k

I collaborated with Mainlyphotography Studio to custom-build a vibrant digital space where every visitor could dive into authentic cultural narratives, connect deeply with inspiring talent stories, and explore BMW’s flagship vehicles—creating a seamless, engaging journey that celebrated the brand’s spirit all year long.

Social Extensions

  • Built campaign momentum with in-
    feed posts and stories teasing
    newsletter and hub content

  • Authentically engaged audiences
    across BMW, The Newsette, cultural
    communities, and talent fanbases

Engagements

  • Maximized Instagram reach
    through strategic amplification to
    high-value audience segments

Fueling her daily
inbox with inspiration

33

47k

Branded Editorial Placements

  • Spotlighted advocacy-driven
    women while aligning BMW with
    meaningful cultural moments

Engagements

  • Drove high-intent traffic to hero
    vehicles via targeted storytelling
    and interactive experiences

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