The 2023 We❤️NYC campaign, initiated to rejuvenate New Yorkers spirits in a post-pandemic world, sparked significant attention and controversy. Spearheaded by Maryam Banikarim, the campaign succeeded in generating a buzz, earning twice the impressions of a Super Bowl ad within 48 hours. Despite upsetting celebrities like the Olsen twins and Jonas Brothers, the campaign effectively engaged the public by tapping into New Yorkers deep affection for their city. It stirred debates about whether it was an attempt to replace the iconic I❤️NY logo, creating a tension that Banikarim believes is essential for successful campaigns.
In a conversation with Banikarim, she emphasized the importance of purpose-driven work and curiosity in marketing. She recounted how the campaigns tension arose when people misinterpreted its intentions, leading to widespread discussion and media coverage. By understanding what the public holds dear, marketers can create campaigns that provoke conversation and engagement. Banikarims approach demonstrates how perceived threats to cultural icons can drive public interest and attention, ultimately benefiting the campaign.
Banikarim also advocates for a DIY approach fueled by curiosity, as seen in her side project, The Longest Table. This community-building initiative started as a small gathering during the pandemic and grew into a large event, showcasing her ability to leverage curiosity and community spirit. By using accessible technology like Squarespace and HubSpot, Banikarim emphasizes the importance of hands-on experience with marketing tools to stay relevant and innovative.
Furthermore, Banikarim advises embracing non-linear career paths, a concept she relates to millennials pursuit of meaningful work. She encourages taking lateral moves and small bets, which can lead to significant insights and opportunities. Her philosophy stresses that failure should be seen as a learning experience rather than a setback. Quick decision-making and testing new ideas are crucial for discovering successful strategies in marketing, according to Banikarim. Her insights reflect a modern approach to career and campaign development, focusing on adaptability and continuous learning.