Case Studies
Leon Ford and The Hear Foundation
Over the past two years, our team has been a trusted partner to The Hear Foundation — a nonprofit committed to creating safe, thriving communities in Pittsburgh by bridging gaps between residents, community leaders, and law enforcement.
Our scope has included:
- Traditional/Digital marketing strategy to align messaging with organizational goals and community impact
- Produced and underproduced video content that authentically captures on-the-ground work and lived experiences
- Event support, including planning, sound and visual design, live content capture, and post-event promotion
- Graphic design for campaigns, reports, and social content
- Comprehensive PR and communications consulting,ensuring that both funders and partner organizations understand the mission, methods, and measurable results of The Hear Foundation
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Pittsburgh Pride Parade & Festival — Capturing a Movement
For two consecutive years, our team has had the honor of leading the digital marketing and content capture for the official Pittsburgh Pride Parade and Festival — one of the largest Pride celebrations in the region. This opportunity not only allowed us to showcase our creative and strategic capabilities but also aligned deeply with our commitment to uplifting diverse communities through intentional storytelling.
In our first year, we documented a powerful event that welcomed over 100,000 attendees from across the country. We captured the full scope of the parade as it marched through the heart of Pittsburgh and culminated in a vibrant festival on the North Side. Our team produced short-form and long-form content that highlighted the voices, joy, and resilience of LGBTQIA+ communities — ensuring the energy of the day could be shared far beyond the event itself.
In 2024, we expanded our role by helping parade organizers craft and execute a year-long digital marketing strategy to promote the event. The result: a record-breaking turnout of over 150,000 + people.
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Amplifying Emerging Talent Through Strategic Digital Engagement — Armani White’s “Billie Eilish”
Charlotte’s Webb partnered with rising hip-hop artist Armani White to craft and execute a results-driven digital marketing campaign for the release of his breakout single, “Billie Eilish.” This case exemplifies our ability to design culturally resonant campaigns that build visibility, increase engagement, and create tangible success — all of which are crucial for nonprofit organizations working with BIPOC communities looking to grow their impact.
Our Role & Strategy
We developed a full-scale social media campaign centered around audience discovery, buzz creation, and post-launch amplification. Our strategy focused on:
- Audience research to identify niche fanbases with a connection to Billie Eilish and adjacent cultural spaces
- Mass direct messaging (DM) campaigns to create early traction and personal engagement
- Platform-specific narrative building across Instagram and TikTok
- Follow-up campaigns featuring custom video content tailored to fan behavior and interest
Impact & Results
- Targeted over 1 million users via DM campaigns
- Increased Armani White’s social engagement by 2,500% in under two weeks
- Triggered viral interest on TikTok and Instagram
- Led to “Billie Eilish” trending across platforms and ultimately reaching over 41 billion streams on Spotify
- Secured a high-profile collaboration with Billie Eilish, cementing Armani White’s place in the music industry