AJ O'Leary

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Instagram Story for Excalibur Las Vegas: "Celene and Jenny's St. Baldrick's Journey"

Corporate social responsibility has always been a tricky spot for brands online. Some bristle at the thought of incorporating CSR into their social media messaging at all, worried that doing so will dilute their image.

I demonstrated that you can have it both ways during my time as Excalibur Las Vegas' social media strategist.

In February 2018, Excalibur's marketing team approached me to inquire about highlighting their employees' efforts to raise money for the St. Baldrick's Foundation's fight against childhood cancer. I responded by conceptualizing, filming, and deploying Celene and Jenny's St. Baldrick's Journey, a multichannel serialized story following two Excalibur employees as they geared up to take center stage at St. Baldrick's. The campaign married MGM Resorts' desire to spread awareness of their CSR efforts with Excalibur's adventurous brand identity and even boasted a cameo from one of their most beloved resident acts.

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