tentpole strategy
Red Carpets & Award Show Ceremonies
Overview:
Tentpoles are only as powerful as the strategy behind them. Across two brands and multiple major cultural events, I’ve developed and executed a tentpole strategy that consistently turned high-profile moments into measurable brand wins.
Met Gala:
I’ve covered the Met Gala twice (Refinery29 in 2023 and BET Networks in 2025), but with two completely different strategic approaches. At Refinery29, the strategy centered on women’s ownership of the red carpet, real-time coverage was built around relatable commentary, candid celebrity moments, and a tone that centered on a fashion-forward friend texting you live updates. Content featured Serena Williams’ second pregnancy announcement, Halle Bailey's stunning dress that aligned with her Little Mermaid debut, and so much more.
At BET, the strategic lens shifted because the audience was not only interested in fashion, but they were invested in the moments that represented Black Culture directly (Black Dandyism theme). The content strategy focused on talent visibility and storytelling around what the theme meant to them and the Black community. The strategy generated 8.6M views, 1.1M minutes watched, and 863K engagements, demonstrating that a brand’s cultural footprint can expand well beyond its core platform when the strategy is built around the audience identity, not just the event itself.
BET Tentpole Moments:
Across the same contract period at BET, I architected the full brand and content strategy for the 40th Stellar Awards. I identified cultural moments and platform opportunities that drove the strongest social performance in the events over the years. The strategy garnered +665% views, =803% engagements, and +1,029% minutes watched.
Strategic Takeaway:
There isn’t one way or “one-size fits all” when it comes to tentpole moments. The skill is setting the strategic foundation beforehand: understanding what the event means to your community, deciding what role the brand will play in it, and building a content system that captures that energy of before, during, and after.