The Super Bowl coming to town doesn’t always mean a win for local businesses. Big brands flood the city for a weekend, often overshadowing the neighborhood shops that keep the city alive. Square launched the Hometown Love sweepstakes to celebrate the businesses who stay in it for the long game — culminating in a block party in the Mission where winners collected their prizes.

I led the campaign strategy and narrative development, defining the program name and messaging framework across web, email, social, and on-the-ground activations. I built alignment across marketing leadership and partnered with design and activation teams, translating the narrative into every channel and activation. The campaign generated thousands of entries and brought some hometown love to the businesses that deserve it most.