The 2023 We❤️NYC marketing campaign was meant to encourage New Yorkers, nonetheless pessimistic in a post-pandemic world, to indicate love for his or her metropolis.
And boy, did it ever.
Final yr, Maryam Banikarim royally pissed off the Olsen twins and the Jonas Brothers along with her We❤️NYC marketing campaign. However that very same marketing campaign earned twice the impressions of a Tremendous Bowl advert … in 48 hours.
I caught up with Banikarim to get her prime advertising classes, and it was instantly clear that she’s the embodiment of “do what you like” — and all of it stems from asking herself, “What if I did that?”
So we talked about purpose-driven work, the way to use curiosity to energy your advertising campaigns, and one of the best ways to remain on prime of latest tech.
“What if I did that?”
1. Good campaigns have pressure. That’s what will get individuals speaking.
I can see Banikarim’s eyes sparkle by my laptop monitor as she tells me how she ruffled the feathers of two units of movie star siblings. She’s relishing the reminiscence of it.
Her company labored on the city-wide advert marketing campaign, which was funded by members of the Partnership for New York Metropolis to encourage civic motion and neighborhood engagement. It capitalized on one thing New Yorkers care very, very deeply about: New York.
As soon as “We❤️NYC” started showing on bus cease indicators, at Barclays Middle, and throughout Instances Sq., “all people thought we had been making an attempt to do away with the I❤️NYmark,” she says. They weren’t, however “communication isn’t what I say, it’s what you hear.”
So as soon as any individual (incorrectly, angrily) posted that the brand new marketing campaign was making an attempt to oust Milton Glaser’s iconic I❤️NY, it grew to become a actuality of types. A actuality that was picked up by discuss reveals, Mary-Kate and Ashley, and the Jonas Brothers — “it was only a complete factor,” Banikarim says with fun.
There’s no placing the toothpaste again within the tube: We❤️NYC was now a putative menace to New Yorkers’ id and their iconography. Stress constructed up; tweets rolled in. “Milton Glaser can be so mad.” “Can we please let Milton Glaser relaxation within the peace he deserves?” “Milton Glaser bought it proper the primary time.”
Banikarim is delighted by this. “We couldn’t have purchased that media,“ she says.
Your subsequent marketing campaign most likely gained’t pique the ire of the Olsen twins (although a lady can dream). However know what your audience feels possession over, and the place to tease out the strain in your advertising marketing campaign.
2. DIY — with curiosity.
“I all the time appear to have a aspect hustle lately,” she tells me. (One will get the sense that Banikarim has all the time needed to have a aspect hustle.)
It’s simply that Banikarim’s aspect hustles would make most main hustles envious. Final weekend, she celebrated the third yr of The Longest Desk, a community-building occasion born out of a necessity for human connection again when everybody was masking up and sharing tips about discovering Lysol wipes.
She noticed a neighbor put a folding desk outdoors so they may eat dinner with a couple of pals. She launched herself and thought, “What if I did that?”
One additionally will get the sense that Banikarim doesn’t do rhetorical questions. She began with a couple of posts on Subsequent Door and an eight-person outside potluck on her avenue in Chelsea. On October 6, 2024, over a thousand individuals confirmed up for dinner.
Collectively they cobbled collectively a Squarespace web site, and “we use HubSpot to e mail individuals.” (We didn’t bribe, pay, or threaten her to say that.—ed.) Banikarim doesn’t complain about DIY advertising tech; quite the opposite, she refuses to be outpaced by evolving expertise.
“Advertising and marketing has all the time been for people who find themselves curious,” Banikarim says. And “with a purpose to continuously be studying, it’s actually useful to be touching the instruments your self and never simply directing from up excessive.”
3. Transfer sideways, transfer rapidly. And take small bets.
Shifting sideways signifies that typically you’re taking a job that looks like a lateral transfer, or perhaps a step backward. That’s commonplace now, however Banikarim jokes that she was a millennial earlier than her time, as a result of she’s had so many roles for any individual in her 50s.
“However I used to be all the time searching for function within the job.” Like millennials, she’s “searching for influence.”
Your advertising profession “would not should all the time be transferring up. You’ll be able to transfer sideways. You’ll be able to transfer off, you may transfer in.”
After all, millennials don’t want Banikarim to inform them that it’s okay to have a non-linear profession. However are you moping about it or are you studying from it? (No judgment; glass homes and all that.)
“I feel there‘s plenty of lip service given to this concept that should you fail, it’s ‘okay,’” she tells me. After which she says what so many people really feel in these moments: “nevertheless it’s probably not okay.”
Once I ask her what the largest waste of cash is throughout the advertising panorama, she says that it isn’t a instrument. It’s that “all of us should be higher at discovering issues that we are able to take a look at and study from” — and now we have to cease pondering that if these checks don’t work, then they’re a mistake or a waste of time.
Her recommendation: Transfer rapidly. Take the small bets. See the place you get sign — after which go huge.
