Sundance Film Festival 2023: Redefining Influence with Reece Feldman

Overview:

In January 2023, for Canada Goose's return to the Sundance Film Festival, we embarked on a path less traveled. Eschewing traditional influencer campaigns, we innovatively amplified our sponsorship through a strategic partnership with Reece Feldman, a content creator revered for his genuine behind-the-scenes film insights and strong appeal to the Gen Z audience.

My Role:

My extensive responsibilities in orchestrating this partnership were pivotal in its success:

  1. Strategic Partnership and Planning: I spearheaded the collaboration with Reece Feldman, recognizing his unique blend of insider film knowledge and content creation skills. This partnership was designed to strengthen Canada Goose's connection with Gen Z and showcase our enduring support for the film industry.

  2. Logistical Coordination: From managing travel arrangements to handling contract negotiations and communications with Reece's team, my role was central to the seamless execution of this partnership.

  3. Content Management and Approval: Overseeing the creation and distribution of content, I ensured that all materials resonated with our brand ethos and campaign goals.

  4. Exclusive Media Opportunities: Collaborating with the Senior PR Manager, I secured significant media coverage for Reece, including an exclusive interview and feature in NY Magazine's The Cut. Additionally, I facilitated his feature on IMDB’s Instagram, further amplifying the reach and impact of Canada Goose at the festival.

  5. Red Carpet Access and Interviews: I arranged for unprecedented red carpet access, enabling Reece to secure interviews with high-profile personalities like Alexander Skarsgard, Zoey Deutch, Emilia Clarke, Nicholas Braun, and Will Ferrell, adding an exclusive dimension to our content.

Impact:

This innovative partnership not only redefined influencer engagement at Sundance but also significantly broadened Canada Goose's appeal among a younger, digitally-savvy audience. The campaign, enriched by strategic media placements and compelling content, showcased my ability to integrate creative marketing strategies with effective public relations, resulting in heightened brand visibility and engagement.