The General challenged IdeaQuest to find unique digital opportunities to reach its target audiences during COVID-19. The goal was to develop a program that supported communities in need while collaborating with its national brand ambassador Shaquille O’Neal.
IdeaQuest negotiated The General’s sponsorship of Daymond John’s inaugural, live streaming event Black Entrepreneurs Day - which supports the next generation of black entrepreneurs. The General became the presenting sponsor of event’s most prominent content - Game Changer Conversations, where Daymond interviewed black business leaders and celebrities, including SHAQ and Gabrielle Union.
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The first-ever BED drove 7.4m unique viewers, leading The General to earn $131m+ in equivalent media value. The event was nominated for three 2021 Webby Awards and received two - in the “Virtual & Remote - Business & Finance” category. The General sponsored this event for several years in a row.
The General renewed its partnership in 2021, and I was responsible for negotiating and activating the partnership, alongside measuring all ROI. Check out below to see how The General was successfully integrated into Black Entrepreneurs Day in 2021!
01 - LeaderHERship Panel
Round Table with The General Leadership
A special segment was created within the stream featuring the top female executives at The General and its parent company, American Family Insurance. I was responsible for creating the content, managing all logistics and overseeing all brand integration within this segment.
02 - NAACP Grant
Giving Back with The General
The General did more than simply sponsoring the Game Changers conversations within Black Entrepreneurs Day. To drive their diversity and inclusion initiatives, The General looked to integrate within the live stream in meaningful ways that would support their new and existing customers.
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This included:
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Donating $25,000 to a black entrepreneur via the NAACP’s Powershift Grant
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Providing 1:1 mentorship sessions for the recipient with Daymond, SHAQ and The General’s CRO Elicia Azali.
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Looking back at 2021's NAACP’s Powershift Grant winner
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Providing HBCU students with unique access to event