In celebration of AAPI Heritage Month, Max wanted to create an experience that authentically engaged and strengthened brand connections with key AAPI community members, bringing together people, programs, and experiences, while emphasizing Max’s dedication to bringing stories (and storytellers) to the forefront. This experience would highlight and create a space for influential AAPI creatives who could enjoy a night of food and programming centered around the brand’s AAPI Heritage Month theme, Dimensions of Us, and encourage their fans to check out the AAPI Voices Collection on Max.
As a champion of AAPI creators and their stories alike, Max wanted to facilitate a space where shared ideas and co-creation can thrive. To celebrate culture-shifting AAPI creators doing the work and staying inspired, we looked to curate a special room that became a space for diverse voices to explore together in celebration of AAPI Heritage Month.
Max curated an intimate, immersive tea house experience at Tea at Shiloh in DTLA, tied to the brand’s AAPI Heritage Month theme of ‘Dimensions of Us’. 30 influential AAPI creators and tastemakers were invited to attend, share their experiences, and encourage their audiences to check out the AAPI Voices Collection on Max. Attendees explored and shared the multifaceted, diverse dimensions of their identities through a series of curated hands-on workshops, tea and food tastings, and a special musical performance.
Samoan/Pacific Islander host, Kristian Schmidt guided guests in impactful conversations over Max-branded conversation cards while Korean-American multidisciplinary artist, Hyungi, led an exclusive, Max-themed incense workshop for attendees. Guests also enjoyed an acoustic performance by Polynesian artist, Dinah Jane, who previewed her latest single at the event.
The night was filled with heartwarming discussion as guests enjoyed a space that was curated by and for them, gushing over the renewed and newly discovered connections they made over the night as they explored and celebrated the multidimensional portrayals of the AAPI community.
Touchpoints included:
In addition to the curated list of organic attendees, five of the creators were paid and tasked with capturing their event experience, building social momentum while providing insight into the event's theme through discourse of the night's programming, shared stories, and their unique experience as members of the AAPI community.
The campaign was a success as guests enjoyed a space that was curated by and for them, gushing over the renewed and newly discovered connections they made over the night as they explored and celebrated the multidimensional portrayals of the AAPI community. That sentiment translated over to social media, both organic and paid posts by the attendees.
The paid social media aspect of the campaign included 5 creators whose posts garnered 22+ social posts, 200K+ estimated IG impressions and 552K+ engagements across IG/TikTok.
Overall, the event garnered 68+ social posts, 2M+ in estimated impressions and 55M+ in estimated reach.
