Problem

Narcity.com, a lifestyle and travel content website catering to millennial and Gen-Z audiences across Canada and the US, needed to ensure that their programming was representative of their audience demographics.

As a new Canadian, I tasked myself with ensuring that the content reflected significant engagement from the country's immigrant communities. After conducting extensive research through interviews with readers and experts, it became clear that there was an appetite for this content shift.

However, it was evident that a significant editorial campaign would be required to ensure sufficient conversation about this content shift. The team member needed to find a way to create engaging multimedia content that would resonate with their target audience.

Solution

I created a multimedia story featuring Ali Sethi, a mega viral South Asian musician and global artist, who was visiting Toronto after the success of his superhit song Pasoori. The song had crossed half a billion views on YouTube and was also featured on Disney's new show Ms Marvel.

The multimedia story provided an opportunity for Narcity.com to showcase diverse perspectives and cultures while still providing engaging content for their target audience. By partnering with Ali Sethi, we were able to create content that resonated with immigrant communities in Canada while still appealing to their broader audience base.

Impact

Increased engagement from immigrant communities in Canada
120% increase in website traffic on similar content following the release of the multimedia story
Positive feedback from readers and experts on the representation of diverse perspectives and cultures

"One of my most fun food blog interviews" - Ali Sethi

Team

Alshaar Khan - Content Creator
- Conducted extensive research through interviews with readers and experts to identify the need for more representative programming
- Creative direction and execution of the multimedia story featuring Ali Sethi, showcasing diverse perspectives and cultures while still providing engaging content for their target audience
Jackie Vandinther - Video Producer
- Oversaw the production of the multimedia story, ensuring high-quality visuals and sound design that resonated with viewers
- Collaborated with Alshaar to ensure that the final product met both creative and strategic goals

Multiplied Engagement For Narcity With Diverse Content