The 2023 WeNYC ad campaign was intended to encourage New Yorkers, however pessimistic in a post-pandemic world, to show love for their city.
And boy, did I do it never.
Last year, Maryam Banikarim royally frustrated the Olsen twins AND the Jonas Brothers along with its advertising and marketing campaign on WeNYC. On the other hand, that exact same ad campaign earned twice the impressions of a Super Bowl ad… in 48 hours.
I caught up with Banikarim to learn about her top promotion categories, and it was immediately clear that she is the embodiment of “do what you like” — and it all comes from asking yourself, “What if I did this?” “
So we discussed purpose-driven artistic work, how to learn to use passion to fuel your promotion campaigns, and one of the simplest crucial tactics for staying on top of the best recent technologies.
“What if I did?”
1. Superb campaigns involve tension. This is what will get people talking.
I can see Banikarim’s eyes twinkling through my computer viewing as he tells me how he ruffled the feathers of two gadgets from well-known user brothers. He is savoring the memory of it.
His company worked on the citywide advertising and marketing campaign, which was just being funded by the people at the Partnership for New York City to encourage civic movement and community engagement. He capitalized on something that New Yorkers care very, very deeply about: New York.
Once “WeNYC” started appearing on bus signs, save you, at Barclays Heart and throughout Cases Sq., “everyone thought we were taking a look at eliminating the INYmark,” he says. However, they weren’t “Verbal change is not what I say, it’s what you hear.”
As soon as someone (mistakenly, angrily) published that the new advertising campaign would be ready to oust Milton Glaser’s iconic INY, it was a matter of diversity. A fact that was noted as soon as they were in contact, Mary-Kate and Ashley and the Jonas Brothers – “it was just a suit problem”, Banikarim says, laughing.
You can’t put the toothpaste back in the tube: WeNYC was once a supposed possibility for the identity of New Yorkers and their iconography. Increased blood pressure; came the tweets. “Even Milton Glaser could be this angry.” “Can we please let Milton Glaser enjoy himself in the peace he deserves?” “Milton Glaser corrected the main time.”
Banikarim is very happy about this. “We couldn’t have bought that media,” he says.
Your next advertising and marketing campaign possibly won’t arouse the ire of the Olsen twins (despite the fact that a girl can dream). On the other hand, know what your target audience feels ownership of, and where to take the stress out of promoting your advertising and marketing campaign.
2. Do it yourself: with passion.
“I always seem to look frenetic nowadays,” he tells me. (One gets the feeling that Banikarim has at all times had to have a bustle look.)
It’s simply that Banikarim’s secondary cheats would make most primary cheats envious. This past weekend, he celebrated the third year of The Longest Desk, a community-building event born out of the need for human connection once again when everyone was always protective and sharing tips on how to find Lysol wipes.
She noticed a neighbor put a folding table outside so they can have dinner with some friends. He introduced himself and thought: “What if I did?”
You also get the feeling that Banikarim doesn’t ask rhetorical questions. He started with a few posts on Next Door and an eight-person outdoor gathering on his highway in Chelsea. On October 6, 2024, over a thousand people showed up for dinner.
Together they put together a Squarespace web page and “we use HubSpot to send emails to mailers.” (We did not bribe, pay, or threaten her to say so.—ed.) Banikarim doesn’t complain that DIY promotes technology; on the contrary, it refuses to be surpassed in terms of the evolving generation.
“Promotion, advertising and marketing have always been aimed at curious people,” says Banikarim. And “to learn often, it’s really helpful to touch the instruments yourself and not just conduct from above in a more sensible way.”
3. Switch sideways, switch briefly. And take small bets.
Moving sideways means that you are occasionally undertaking a task that resembles a sideways exchange, or perhaps a step back. Now that’s not extraordinary Nowon the other hand Banikarim jokes that he was at least a millennium faster than his time, because he had so many jobs for anyone in his fifties.
“On the other hand I was always looking for the goal within the process.” Like millennials, he is “looking for an effect on.”
Your career as a promoter “should no longer always be on the rise. You will be able to shift sideways. You’ll be able to turn off, you’ll be able to come in.
Ultimately, millennials don’t need Banikarim to tell them that it’s okay to have a non-linear career. On the other hand are you getting depressed or are you learning from this? (No judgment; glass houses and all.)
“I think there’s a lot of belief around the idea that when you fail, it’s ‘adequate,’” he tells me. And then he says what so many people really feel in those moments: “on the other hand it’s not in truth adequate.”
When I ask her what the crucial waste of money is in the promotion landscape, she says it’s not a tool. It’s that “all people need to be able to find problems that we’ll be able to take a look at and learn from” – and we want to spare you from having to worry about that if those tests don’t work, then they’re a mistake or a waste of time .
His advice: change briefly. Accept small bets. Find out where you get the signal and then transfer massively.
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