A nationwide campaign, stopping in iconic bars across six major cities—Miami, Nashville, Chicago, Brooklyn, Long Beach, and San Francisco—immersing Fernet and their mascot, Fernando, among the local music scene.

This traveling bar crawl drove traffic to key Fernet accounts through digital stamps that unlock exclusive merch and special event access, deepening Fernet-Branca’s presence and engagement across these vibrant markets.

I led the social strategy and developed a comprehensive organic social rollout plan, spotlighting tour stops in each of the six major cities. I oversaw all social creative deliverables, working closely with internal teams, managed influencer outreach and partnerships, and coordinated content creation. Additionally, I provided on-the-ground support at events and delivered in-depth reporting for event recaps to optimize future activations.