social
Letting Minds Travel With Marriott Hotels
During my time at Reach, we executed a global, multi-faceted influencer campaign for Marriott Hotels to reintroduce their newly designed properties to a younger generation after the brand's six-year renovation journey. Partnering with an array of inspiring tastemakers and content creators who visited redesigned properties in 9 different countries across 5 regions around the world, our team developed and produced 300+ assets – including brand-first social assets starring Queer Eye's Karamo Brown – which resulted in 4M+ organic impressions, 50M+ paid media impressions, and an engagement rate of over 7%. I wrote the scripts for these hero assets and managed the development + pre-production process.
Full-length "Let Your Mind Travel" campaign hero video below.
Make it stand out
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Proving That CPK's Cauliflower Crust Pizza Is A #GoodCaul
To launch CPK's new Frozen Cauliflower Crust Pizza, our team at Reach Agency partnered with Queer Eye's Antoni Porowski for a series of social assets that positioned the new product as the best frozen cauliflower crust on the market. I developed the creative campaign direction (#GoodCaul), wrote the scripts for Antoni's assets, and managed the production process.
Watch the full-length campaign hero video.
Singing DiGiorno's Praises
Our team led the execution several comprehensive year-long influencer campaigns for DiGiorno over my years at Reach Agency. I collaborated with our influencer partners to develop creative and produce brand-approved content that helped promote the brand's various priority products. We worked with dozens of influencers of all different sizes to produce hundreds of assets that were seeded out across their social channels – garnering total views as high as 20M. Some of the highest-performing posts (and some of my personal favorite content) were DiGiorno-themed music videos and original songs.
Sample influencer content below.
Getting To The Gut Of The Issue With Renew Life Probiotics
Our team at Reach worked on several campaigns for Renew Life to build awareness and education around the #1 Women's Probiotic, and in the process help consumers approach taboo topics. The campaigns included influencer content along with branded paid media assets. In addition to developing our influencer partners' creative, I also wrote ad copy for the media assets which ran on Facebook, Instagram, and YouTube throughout the campaigns.
Media unit samples below.
Embodying The Beloved Mickey Mouse
Disney's Mickey Mouse is timeless and loved by all. Our team at Fullscreen Media launched Mickey on Instagram and rebranded the classic character to appeal to a new audience and grow this beloved brand. I captured Mickey's personality through the fun, witty, and charming tone of voice on social media. I ideated and wrote both evergreen + activation-specific copy on Facebook + Instagram for daily social posting. I contributed to larger social activations surrounding the brand, such as Mickey's Birthday in 2017, when he spoke in the first person to fans online for the first time ever. With over 15M loyal followers on Facebook + Instagram alone, Mickey continues to speak the universal language of laughter, imagination, and love.
Social post samples below.
Driving New Affinity For Hot Wheels
Mattel's social audience is largely driven by their loyal collector fans. While at Fullscreen, our team's goal was to build this core audience, as well as broaden the Hot Wheels audience and attract new fans (with an emphasis on parents, especially moms). I helped build affinity with moms by establishing an emotional connection with the brand through engaging social copy. Separately, along with several other initiatives, I supported the Hot Wheels 50th Anniversary Legends Tour, which was a 15-city tour throughout the US to find a custom-built car worthy of being transformed into a legendary 'die-cast' car and sold around the world. Through both social post copy + community management, I was able to help extend the noise of the tour beyond core fans and increase interest in the events. As a result, engagements increased by an average of 59% on Facebook and 97% on Instagram.
Social post samples below.
Bringing The Beauty Of Mary Kay To Life
Mary Kay was built by a woman, for women. Our team at Fullscreen took the successful beauty brand to the next level on Facebook, Twitter, and Instagram (and beyond, to seminars, sales conferences, and events) by executing striking photography + creative paired with copywriting that not only sold products, but fostered the beauty + empowerment of all women. I helped re-launch Mary Kay's most iconic product after it received new packaging + formulas for the first time ever. Through a multi-layered social campaign that spoke to not just consumers but the Mary Kay Sales Force as well (with exclusive content for sellers that lives in a newly-launched private Facebook group), our team consistently produced successful organic + paid content and as a result doubled average social engagement and reach in 2018, contributing to growing sales.
Social post samples below.
Trekking Into New Territory With Timberland
Timberland is a classic brand rooted in comfort and technology. While at Fullscreen Media, I helped market several of their new product lines throughout the 2017-2019 seasons (both classic + seasonal shoes and apparel) through an edgy, informative, and aspirational tone of voice. With specific messaging like green + tech initiatives woven in, the products were showcased as strong, stylish, and dependable. Through the global social campaign, I was able to help push the brand into new creative territories and appeal to those on urban streets and beyond.
Social post samples below.
Dreaming Big With Disney Princess
The iconic princesses we all know and love come together on the Disney Princess social handles. Our team at Fullscreen worked to rebrand the Disney Princesses, shifting the characters from 'damsels in distress' to relatable power-princesses who make their own dreams come true. Speaking to millennial moms on Facebook and young females on Instagram, I ideated and wrote both graphic + social copy to sustain and grow the brand, as well as market merchandise. Focusing on #DreamBigPrincess messaging, I was able to weave an inspiring, humorous, and enthusiastic voice into the social campaign to ultimately appeal to a wider audience and empower females of all ages.
Social post samples below.
