The Read

Turning Cultural Insight Into a Scalable Brand Opportunity

PROJECT OVERVIEW:

#WeBuiltThis was born from a defining insight uncovered in the Values of Purpose-Driven Marketing study: Black audiences place a high value on brand engagement during culturally significant moments—particularly Black History Month—when storytelling feels purposeful, community-centered, and rooted in real history. Leveraging this insight, I developed We Built This as a multi-channel content and sponsorship platform designed to elevate Black voices, celebrate cultural impact, and give brands a meaningful way to participate in moments that matter.

My Role

Strategic Program Architect

  • Led brand and narrative development

  • Built end-to-end program architecture and sponsorship strategy

  • Created integrated content formats and partner opportunities

  • Crafted sales packaging, pricing tiers, and GTM enablement

  • Oversaw creative alignment and cross-functional collaboration

Objective

Create and launch a culturally grounded media product that empowered brands, agencies, and publishers to engage Black audiences with authenticity, data-driven precision, and meaningful storytelling—ultimately establishing My Code as a leader in values-driven multicultural marketing.

Impact

#WeBuiltThis quickly became one of My Code’s most successful cultural sponsorship platforms, giving brands a powerful way to engage Black audiences with intention and authenticity. The program strengthened My Code’s leadership in purpose-driven storytelling and opened new revenue pathways tied to cultural content, creator partnerships, and brand integration.

Metrics of Success

  • Became My Code’s first successfully sold cultural tentpole, establishing a new revenue category for the company

  • Drove $250K in sponsorship revenue during its first cycle

  • Expanded into three new verticals or content formats in its second year

The Strategic Approach

  • Translate Insight Into Storytelling

  • Build the Program Architecture & Framing

  • Design an Integrated, Multi-Channel Experience

  • Develop Sales & Marketing Enablement

  • Establish an Always-On Tentpole for Cultural Storytelling

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