Yulu garnered top-tier local and industry media coverage and awareness for Music Heal’s 2nd annual Strike a Chord: A Benefit for Music Heals.


Drawing attention to the relatively new gala through traditional media relations, social media and influencer outreach, Yulu sought to help Music Heals raise twice the funds raised in their inaugural year.



In a gala-heavy time of year, in a gala-heavy city, it can be challenging to be heard above the crowded social calendar for well-heeled Vancouverites, let alone appeal to their generosity. Yulu was tasked with not only promoting the event, but promoting it to the right audiences. Contributing to further brand awareness to attract new donors, musicians and opportunities for both Music Heals and the Strike a Chord benefit.


Yulu appealed to a different demographic than your average gala might, looking to philanthropically-minded music-lovers, as well as mainstays in lifestyle and entertainment media. Positioning the event as a full-scale musical celebration in an intimate, non-stuffy venue (Imperial) while offering different experiences than your typical sit down dinner, the Strike a Chord Benefit was a sold out success, flooding social media channels with testimonies and images of revelry. Raising twice the funds raised in its first year, Strike a Chord has secured itself as a staple in the must-attend calendar for Vancouver, and beyond.



Within a two-week time scope, Yulu’s media outreach garnered four distinct articles with an overall audience of 748,254 people, and gained 57 impressions. Following the event, more media was organically picked up.