Bringing more Elton to the Elton John AIDS Foundation
As the lead for Elton’s digital marketing, I have been across every Elton John AIDS Foundation initiative to ensure cohesion with our wider strategies and that Elton is rightly presented and the quality of our output is maintained.
Everything from his annual Oscar party to visits to the White House, partnerships with eBay and Charlotte Tilbury, and annual campaigns to raise funds and awareness, it’s been an honour to support the foundation’s amazing work.
Charlotte Tilbury Holiday Campaign
Partnering for the biggest campaign of the year, I ran point on delivering the social content with Elton’s involvement and the web, CRM and influencer campaigns for the launch of the Rocket Lips collection.
2.4bn
impressions
36+
pieces of content
240%
increase in engagement
The Rocket Man Resale
Supported the creative development and social strategy for the partnership with eBay which saw Elton release a personal collection of pre-loved fashion in support of Elton John AIDS Foundation.
As well as items from his own closet, Elton invited famous friends including Dolly Parton to contribute.
The online sale was supported by a physical pop-up which was teased out to local fans and was a sell out.
The Rocket Fund
Co-chaired with Donatella Versace, The Rocket Fund sets out to raise $125m for the AIDS Foundation. Kicked off in June 2023 with a campaign called “Let Your Inner Elton Out”, I worked with the Foundation to develop the creative, manage the outreach to influencers and partners and content across Elton’s channels.
With support from a host of famous friends and a lasting impact for the Foundation, the campaign won awards across the charity sector.