Mazda First to the Finish
To support the launch of First to the Finish, Mazda’s original docuseries on Prime Video, I led the development of a cohesive social campaign designed to generate excitement and drive viewership. The six-part series, telling the story of the female drives of the MX-5 Cup, marked a bold brand moment for Mazda that required seamless collaboration across internal and external teams to deliver impact at launch.
Strategy and Execution
Social Campaign Development: Led the end-to-end strategy and execution for the social rollout across Mazda’s USA channels, crafting messaging and creative that highlighted the show’s themes of determination and empowerment.
Cross-Team Collaboration: Worked closely with Mazda’s influencer agency and internal brand, media, CRM, email, and website teams at VML to ensure consistent messaging across all touch points leading up to the series premiere.
Multi-Channel Activation: Supported the trailer drop and episode rollout through paid and organic social, email campaigns, and web placements, driving viewers to stream the series on Prime Video.
Influencer Integration: Partnered with influencers to share behind-the-scenes content and personal stories from the series, expanding reach and connecting with audiences beyond the motorsports community.
The Work
Results
Successfully launched a national campaign to promote the docuseries across social, email, and web.
Helped generate early momentum and visibility ahead of the Amazon Prime release.
Strengthened Mazda’s brand storytelling through authentic, emotionally resonant content.
The success of the campaign helped pave the way for Season 2, currently in development.