The opportunity
Following Bad Bunny’s Super Bowl halftime performance, I identified two distinct moments that were immediately relevant to Booksy’s audience: the nail artistry surrounding the performance and the barbershop representation within the show.

Rather than creating one generic reaction post, I developed separate content for Booksy’s nail-tech and barber communities, allowing each audience to see themselves reflected in the cultural conversation. Both pieces were developed and published within 12 hours of the performance.

My role
Real-time social listening, concept development, audience segmentation, creative execution, copywriting, publishing, and community management.

The results

The posts generated strong reach, shares, and conversation while connecting Booksy to a major cultural moment in a way that felt relevant to its communities. Most notably, the nail tech featured on stage with Bad Bunny during the opening scene found the content and joined the conversation in the comments, a strong signal that the post reached beyond our existing audience and into the community at the center of the moment.