Meet: Nikki Nguyen
Team member of our LGBTQIA+ Task Force
Pronouns: She/Her
Location: Los Angeles
Job Role: Marketing Specalist
Years in Industry: 6+
Hey Nikki! Tell us a little about yourself:
My name is Nikki Nguyen. I am based in LA and am a marketing professional and community organizer. I work on all marketing campaigns for every international iteration of RuPaul’s Drag Race as well as live shows, DragCon, podcasts, merchandise, book releases, TV films, etc. I run Trans Defense Fund LA and work in tandem with LA Community Fridges as the founder of Glassell Park Community Fridge.
So, how did you get into marketing?
I always knew I wanted to work in marketing since I was a child. I used to create make-believe advertisements on Paint. Then in high school, I ran the social media for our broadcast journalism program. I studied marketing and public relations in college at Cal Poly Pomona and worked as a writer/editor at the campus’ PR department. After college, I worked in influencer marketing for FaceTory, then digital marketing for World of Wonder. I also freelance as a copywriter for TaskForce and Curated.
Marketing is a tough industry, what keeps you in the field?
Marketing is exciting and ever-evolving. I love being part of spreading the message about someone’s wonderful idea or creation to the masses.
Where do you go for inspiration?
I love brands that are changing the game or doing something unprecedented. I really love to see brands like Coach and Diesel become popular again and completely rebrand their consumer experience whether that’s with the influencers and talent that they work with, to the activations they set up. I also am a huge fan of Telfar and their use of UGC content and highlighting BIPOC. I love any approach to marketing that feels tuned into modern society and real people.
Have you ever worked on LGBTQIA+ focused campaigns?
I own all the marketing for Trans Defense Fund LA completely. I’ve worked with so many brands like Glossier, Ghia, KraveBeauty, Anastasia Beverly Hills, BandAid, etc. on events, giveaways, and activations around the LGBTQIA+ Community. At World of Wonder, I have worked on campaigns for HOUSEOFLOVE Cocktails and Mocktails, including email marketing, SMS, Pride parade activations, social media, in-episode integrations, etc.
Why do you think it’s important for brands to be inclusive?
Brands should want to reach EVERYBODY and consider every type of person, not just heteronormative or white audiences. That demographic doesn’t represent our world whatsoever. If you want to be successful, you should not limit your audience or consumer, and instead get to really know them and include them.
What is a brand you think is doing a good job at being inclusive in their evergreen marketing?
Lush Cosmetics!
What do you think brands have gotten wrong when it comes to marketing to the LGBTQIA+ Community?
I think a lot of these brands’ marketing teams consist of people who are not involved with the queer community at all and have a generalized idea of what being LGBTQIA+ looks like so they’re not able to authentically market to the community. It feels very forced and stale. It’s always the generic rainbow branding with an overused phrase slapped over it without much else. The brands that get it, get it so right.
Want to work with Nikki? Check out our LGBTQIA+ Marketing Services.