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Creative Wins When It Speaks to The Right People 

Below is a taste of some of the creative campaigns I've briefed and directed with a team of talented internal and external partners. I can't wait to dig into audience insights and consumer behaviors to inform my next campaign. Let's collaborate on something that reaches the right audiences at the right time in their consumer journey. 

Country Crock Plant 360 Degree Media Partnership

I am so proud of this collaboration with Allrecipes.com and Molly Yeh. We set out to reach new audiences and drive up Household Penetration for the Plant brand. We utilized this campaign in all media channels such as programmatic, search, social, CRM and e-commerce to drive awareness and conversion. The campaign delivered a +369% lift in daily sales with the first four days of launch. 

Spray Finger - Summer Digital Campaign

Our goal was to get I Can't Believe It's Not Butter! Sprays out of the butter compartment and and in with the other condiments. We wanted to showcase how versatile ICBINB! Sprays are to enhance the flavor of summer/grilled foods through its usage as a condiment. We focused on entertaining our older audiences (cue 80's inspired infomercial) while bringing in new younger consumers who love a side of humor at their BBQ. 

Always On - Recipe Content Driving Usage 

Food brands all post recipe videos to drive up consumer usage so if we want to break through all the noise we have to find creative ways to engage our audience and inspire them to start cooking. That's why I loved working with talented food stylists, chefs, and foodie creators to share something unique for each brand across the Upfield portfolio. Our I Can't Believe It's Not Butter content focused on entertaining consumers with a dash of humor while Country Crock Plant focused on trendy cooking & baking ideas for younger audiences. 

Nickelodeon - Social Strategy Fueling Fandom

As the lead Social Strategist at Nickelodeon, I oversaw social media strategy, content development, publishing, community management, and live event coverage for tentpoles, live action shows, animation properties and original movies such as Kids' Choice Awards and Kids' Choice Sports, The Loud House, SpongeBob Squarepants, Teenage Mutant Ninja Turtles, I Am Frankie, The Adventures of Kid Danger, Tiny Christmas, BLURT and more. Introducing new properties to the Nick audience was one of my favorite tasks as a Strategist. Check out some of the highest performing Instagram posts below. 

Sharknado 4 - Driving Culture

As the lead Digital Strategist on Glow's Syfy account, I directed the Sharknado campaign execution. We capitalized on the theme of pop culture and parodied the most talked about movies, trends, and memes. Through my supervision and development of the live Social War Room, our tweets led to more mentions than several major cultural events, including: Donald Trump securing the Republican Party Nomination and Hillary Clinton securing the Democratic Party Nomination; premieres of Batman v Superman: Dawn of Justice, X-Men Apocalypse,Ghostbusters, Beyonce’s Lemonade; and every episode of American Crime Story: The People v. O. J. Simpson.

 

Results

  • Trended #1 in the United States ahead of the Teen Choice Awards

  • Trended globally at #2 on Twitter

  • Increased viewership from Sharknado 3

Playing House - Passionate Fans Drive Season 2 Renewal 

As a Community Manager, I cultivated a passionate community through tireless outreach to gain new followers and create brand advocates. The audience loved the show that highlighted an amazing female friendship so I gave them a fan name: Jammers. A simple name that we used to address the audience ignited a fan base that helped get the show renewed for a second season.​ 

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Results

  • Twitter mentions volume increased over 625% in 24 hours during the 'Tweet-a-Lanche" Premiere event. 

  • Trending in the United States on Twitter during the season premiere and finale. 

  • Photo contests for #BabyJammers & #BestFriendsDay resulted in over 500+ photo submissions (without paid media support). 

  • Renewed for a second season.

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