Evergreen Reels Series
Campaign goal: Build an evergreen content strategy focused on company priority: reels.
How: I ramped up the production of high-quality reels with a limited budget, relying on content made by employee creators. In order to do this I had to coach employee creators and empower cross-functional partners to shift to a reels-focused mindset by creating a new reels strategy, several How-To guides for reels best practices, and formed a reels-only editorial calendar.
The results: 25% increase in published reels in H2 vs the previous half. Nearly 75% of these reels surpassed the meaningful engagement rate benchmark. The effort led to a 25% YOY increase in Instagram followers.
Lifestyle
Advice
Storytelling
Trending
Cultural Moment: IWD
Campaign ask: Come up with a creative concept for IWD that could come to life on different social channels.
The how: I brainstormed creative ideas with my team and we landed on my suggestion to share real words from women at Meta as a way to celebrate them for IWD and beyond. I steered our in-house creative team on the campaign, sourcing advice from women across the company, and created social assets made specific for each channel. The data showed the best asset for Instagram was a reel and a document for LinkedIn.
The results: The IWD Reel garnered over 10 million impressions and was the brand's first reel to hit over 1 million likes. The LinkedIn document got 50% more engagement than the average post.
Inform
Excite
Engage
Cultural Moment: YouSzn
Campaign goal: Create an engaging, social-first campaign to celebrate Meta employees in honor of Black History Month.
The how: I worked with a creative agency to brainstorm the idea for "You Season," a campaign centered around telling the unique and authentic stories of our black employees. Once the idea for an interview-style video series was confirmed, I sourced talent, produced the video shoot, and oversaw the editing process.
The results: Positive sentiment increased (+20%), with negative sentiment decreasing significantly (-39%) compared to the previous year's BHM campaign.