BMW

She’s In The Driver’s Seat

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A 360° integrated campaign
engineered for impact

Client
BMW

Year
2024

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

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.

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.

21m

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

4

Cultural Celebrations

An immersive, interactive hub driving cultural connection

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.

AAPI Heritage Month

Pride Month

Hispanic Heritage Month

Driving engagement and representation across feeds

15

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

‍69k

Engagements

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

Fueling her daily
inbox with inspiration

33

Branded Editorial Placements

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

‍47k

Engagements

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

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