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March 2025
As part of Eventbrite's rebrand and the relaunch of its mobile app, I helped develop and implement a content strategy that highlighted interesting events, forged partnerships with tastemakers/influencers, and repositioned Eventbrite as a tool for discovering things to do in 14 international markets.
The Brief:
Develop a content strategy that builds on Eventbrite's discovery-focused rebrand, highlighting the platform's most interesting events in an easy-to-browse format that appeals to Gen Z and Millennials.
The Work:
I managed a team that created the user-friendly centerpiece of the relaunched Eventbrite app—a scrollable catalog of curated events called an It-List.
Half of the initial crop of It-Lists was created in collaboration with 29 tastemakers and influencers, stocked with events tailored to a relevant theme (reading-focused events for Chicago author Rebecca Makkai, relaxing events in Toronto for Olympic volleyball player Brandie Wilkerson).
Another group of It-Lists was curated entirely by Eventbrite's content team and built around service-oriented themes like date night events, where to go dancing, and events that offer an opportunity to meet new people.
The Results:
Prominent placement of It-Lists in Eventbrite's "Get Into It" campaign.
More than 1 million page views within 10 months.
It-List partnerships with brands like Silent Book Club and Knorr.
Google Sites
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