NAB Show's primary goal was to promote the live event's attendance in tandem with subscriptions to NAB Amplify, its newly launched online content hub. Through influencer marketing specifically, NAB Show aimed to achieve this goal among a targeted audience of next-generation broadcasting/media professionals (what we today call "content creators") with an emphasis on promoting industry diversity.

Connor identified Nicki Sun, a previous NAB Show attendee with a highly engaged audience, strong broadcasting industry network, and a perfectly aligned mission to increase diversity, accessibility and inclusion in the tech industry.

Connor spearheaded a partnership that promoted Nicki as a host in an Instagram Live series titled NAB Show Live with Nicki Sun, where she used her industry connections to secure a roster of ten prominent content creator interviewees including iJustine, Valentina Vee, Mari Takahashi, and more. The series garnered 8M+ in social media reach, was uploaded for on-demand viewing via NAB Amplify, and was curated throughout NAB Show's channels to build awareness and excitement for the live event in Las Vegas. Nicki's partnership extended through NAB Show onsite, where she acted as a main stage host and procured a panel of up-and-coming creators to discuss how diversity drives success in the broadcasting industry.