My Responsibilities: Social Media Strategy, Social Media Copywriting, Social Listening

CHALLENGE

Girl Scouts selling cookies at booths often face criticism, diet talk, and shaming, particularly during the Girl Scout Cookie Season. This issue presents a unique opportunity to raise awareness and enhance relevance on social media.

SOLUTIONS

To address this challenge and foster meaningful conversation on social media, our strategy involved crafting a compelling Instagram carousel post. This post featured a thought-provoking comment from a community member, along with practical tips on tackling body shaming. The goal was not only to bring attention to the issue but also to create shareable content that would resonate with the audience.

The strategic impact of this content quickly became evident as it gained traction beyond our immediate audience. Various Instagram accounts and bloggers joined the conversation, amplifying our message. The post itself garnered an exceptional level of engagement, reaching over 44,000 accounts with an impressive engagement rate of 10.5%.

The culmination of our efforts saw the post gaining recognition on a national scale when Today.com featured it in an article. This external validation not only amplified our message but also contributed to a broader, nationwide conversation about the challenges faced by Girl Scouts during cookie season.

Our social media strategy not only effectively tackled a prevalent issue but also demonstrated the power of strategic content creation in sparking widespread conversation and garnering national attention.

My Responsibilities: Social Media Strategy. Influencer Toolkit Development. Agency Management. Influencer Management during the Event. Paid Social Strategy and Execution.

CHALLENGE

Re-launch the iconic Pier 17, located in New York City’s downtown neighborhood – the Seaport District by aligning the brand with top content creators across Instagram. Help shift people’s perception of the area being stagnant through an epic venue launch party featuring Geronimo and her giant balloon sculpture, as well as 18 influencer partners and sponsors.

SOLUTIONS

Invite content creators to experience the new Pier 17 rooftop concert venue, bar, and deck area a few days before and on June 30 (Color Block Party). Utilize their mostly NYC-based audiences to showcase the new and breathtaking Pier 17. Create a pre-event buzz by having influencers select their Color Block Party outfit and showcase them on Instagram stories. Inspire influencers to then create 2 Instagram posts (as well as Twitter, and Facebook posts, if applicable) on their channels and document the grand entrance parade featuring Geronimo on their Instagram stories. Fans across Instagram, Facebook, and Twitter reacted with high excitement as engagements soared over 104.9K+. A total of 44 posts generated over 3.1M+ impressions across all social channels.

My Responsibilities: Social Media Strategy, Social Media Influencer and Brand toolkit, Community and Partner Outreach and Management

CHALLENGE

To protect girls and communities in the wake of COVID-19, Girl Scouts has suspended door-to-door sales and cookie booths. This meant huge financial losses for troops and councils. With the launch of Cookie Care—a virtual cookie booth campaign, Girl Scouts found new ways to sell and donate cookies so local programming can continue. The Cookie Care campaign needed a boost to help meet sales goals of an additional 3 million boxes (total goal of 10 million boxes).

SOLUTIONS

Partnered with friendly brands, influencers, and celebrities on Twitter and Instagram to participate in the Girl Scouts Cookie Care Challenge. Our supporters posted a green square and tagged others to pass the challenge on! They also had to buy or donate cookies to COVID-19 first responders. There were over 102 individual posts by brands and influencers, amounting to over 77 million impressions. In the first two days of the challenge, there were over 1.46 million cookie boxes sold! With more engagement from the Girl Scout community and councils in the following days, that number more than doubled, helping Girl Scouts reach the finish line successfully.

My Responsibilities: Social Media Strategy Plan Lead, Organic Content Creation and Toolkit, Paid Media Campaign Management, Collaboration with Publishing House and Mrs. Obama’s Team, and Community Management.

CHALLENGE

The pandemic impacted Girl Scouts resulting in a significant membership decline. The inability to meet regularly in person and actively participate in troop and community events meant a “pause” on Girl Scouting for many American households. Girl Scouts needed a boost and a paradigm-shifting approach to generating memberships.

The Becoming Me online event and program, which was inspired by former First Lady of the United States Michelle Obama’s book Becoming Me, delivered a unique online experience where girls could explore the truth of their own story and the power of their voice while hanging out with friends.

SOLUTION

What started as a promotion of Mrs. Obama’s book became an opportunity to bring in more members. To participate in the online event with Mrs. Obama, prospective members had to purchase a membership or renew their existing one.

Social media marketing played a crucial role in reaching and exciting current members, encouraging membership renewals, and attracting new members. Social marketing efforts were the number one driver of event page traffic. Paid social campaign exceeded the lead generation goal of 7.8K by 151%, resulting in almost 12K new memberships, while organic social media content creation and curation resulted in 122% engagement increase on Instagram, 48% engagement increase on Facebook. UGC lit up social media with over 1.3K posts and Instagram story mentions. Girl Scouts’ Instagram gained 781 new followers. Collaborating on organic social posts with Mrs. Obama’s team resulted in additional mentions and exposure to new audiences.

Overall, the Becoming Me online event was the largest known event produced by Girl Scouts, generating over 100K participants and leading to the largest month of membership registration ever recorded, with 325K memberships purchased.

My Responsibilities: Social Media Strategy. Content Strands Development. Paid Social Strategy.

CHALLENGE

Establish social media presence for The Woodlands, TX.

The Woodlands, TX is a 100K+ community owned and operated by the Howard Hughes Corporation with no social media presence to highlight community events, resident stories, and important announcements.

SOLUTIONS

In reviewing resident data and individual interview responses to help inform social strategy, we learned that current residents often brag about their community and can be effective allies in helping shape the narrative about The Woodlands.

With no Howard Hughes-owned social media for The Woodlands, we decided to establish new digital channels to bring relevant and exciting stories to life while helping the community discover more events, inspiring people, and incredible places in and around The Woodlands. The content would help build an online community and can also be directed at prospective homebuyers, as well as companies investing in The Woodlands.

The social strategy focused on engaging artists, chefs, makers, bloggers, business owners, and musicians by spotlighting them in The Woodlander—an online magazine, and creating conversation on social media platforms. Inspired by accounts like Urban Cowboy and Magnolia, we wanted the visual and written tone to be consistent and intentional. We developed clear social target personas, a social positioning, a social media content goals map, and written and visual guidelines.

My Responsibilities: Social Messaging Toolkit Development. Blog Copy Development. Social Media Management and Reporting. Partner Collaboration Management.

CHALLENGE

From the headlines in the newspapers to teen activists on social media, the dialog about global warming, pollution, and other critical issues we’re facing can be overwhelming and confusing, especially for young adults. How can we inspire Girl Scouts to take action on Earth Day (April 22) and get others in their circles (family and friends on social) to do their part and get involved as well?

SOLUTION

Girl Scouts are change agents, doers, and leaders, who are passionate about the outdoors. Showing girls that there are simple things they can do to have a positive impact on the planet is key. To do that, we found Girl Scout activists who are making a difference in their communities. We partnered with Shelby, Rachel, and Zoe to create Instagram stories, blogs, and posts across all social platforms. The goal? Inspire other girls to take action: earn a badge, switch to metal straws, or reduce plastic waste. Additionally, Girl Scouts partnered with The North Face to spread the message about a petition to make Earth Day a national holiday. Our content generated over 1M organic impressions, and there were over 155,000 petitions signed within 3 days. A total of 194M petitions were signed. We also saw dozens of stories mention the petition, including CBS News, MSN, and Fast Company to name a few.

My Responsibilities: Social Media Strategy. Influencer Research. Cultural Trends and Insights Research. 

CHALLENGE

Through research, we discovered that the social media follower was demographically different (Millennials) from the customer booking hotel rooms (Gen Y and Boomers). Additionally, with 14 different hotel brands, Morgans Hotel Group (MHG) was struggling with visual consistency. MHG's chaotic social media presence resulted in low engagement across all channels. 

SOLUTIONS

The MHG brands share a common overarching positioning: they are hotels for The Creative Class. The Creative Class is a mindset that is not defined by age. So, the idea was to create and curate content that speaks to The Creative Class (Millennial followers & Gen Y and Boomer hotel guests). By ensuring there was a common overarching content "theme" that spoke across demographics, we were able to introduce more brand consistency throughout all social media channels. Secondly, we created a tone guide to help social media managers stay on-brand for each property across the portfolio. Lastly, we advised MHG on how to maximize their blog and influencer collaborations across social channels.

My Responsibilities: Social Media Influencer Strategy, Social Media Toolkit, Social Media Graphics for Facebook, Twitter, and Instagram, Snapchat Filter, Live Instagram Story from the Event, Contest Voting Survey Build, Campaign Management, and Reporting.

CHALLENGE

Reach millennial parents and girls (ages 5-10) to educate and engage them with the Girl Scout STEM programming. Help position Girl Scouts as a premier leadership organization for girls today. Engage current members with the Girl Scout STEM programming and social content, capturing the parade excitement.

SOLUTIONS

Engaged millions of viewers and live spectators through Macy’s Thanksgiving Day Parade float supporting the ‘Girl Scouts Building a Better World Through STEM’ theme. Girl Scouts’ participation in the parade effectively engaged the millennial parent audience via social, garnering over 83% positive net sentiment.

With the help of a rising teen pop-country music star Tegan Marie, Girl Scouts mobilized their followers to vote on their favorite songs via Instagram stories (pre-parade). The winning song was then performed by Tegan in a special video reveal on the day of the Parade. When fans visited the Girl Scouts’ website to unlock Tegan’s music video, they were encouraged to download STEM activities. Web traffic, driven by social media, increased by 5400%, and there were over 26K activity sheets downloaded. Additionally, the parade was documented on social media with the help of Sophia—the Girl Scout correspondent. There were over 2M impressions generated as a result of organic activity on social, as well as 30K unique blog reads (here and here).

My Responsibilities: Influencer Research. Cultural Insight Research. Campaign Recommendations. Social Media Proposal Creation.

CHALLENGE

Launch a new beauty brand on social media. 

Encourage Millennial and Gen Y women to address beauty concerns with targeted treatments, masks, and serums.

SOLUTIONS

YouTube successfully established itself as a go-to social channel for people who want to learn more about beauty. Vloggers are a big part of that success, as women are more likely to trust and follow a beauty vlogger than a beauty brand on YouTube. Through extensive research and target persona development, we also discovered that women want to learn about new beauty products through online videos. Additionally, beauty is ranked 8th on Pinterest usage categories and is showing a similar content structure as YouTube.

Keeping that in mind, we offered a phased launch approach, involving top YouTube vloggers and Pinterest beauty influencers and recommended a paid social strategy to support the product launch.

My Responsibilities: Social Media Strategy. Insight Research. Influencer Research. Campaign Concepting. Presentation Creation.

CHALLENGE

Drive brand awareness for a fashion-focused Foot Locker brand aimed at Millennial women.

Create a successful integrated campaign driven by social media.

SOLUTIONS

Our aim was to build an engaged community by creating aspirational content that spoke to our target and was rooted in the brand pillars, which are fashion and fitness. We knew that to achieve that we needed to collaborate with influencers that embody the Six:02 brand (Women’s Foot Locker). Those strategic collaborations would help increase awareness of the campaign and to grow our channels while encouraging users to share their purchases with a specific campaign hashtag.

We also proposed ways to include social media pre, during, and post in-store events to amplify the campaign and to drive traffic to the stores through contests and giveaways.

My Responsibilities: Social Media Strategy. Content Curation and Creation. Social Campaign Ideation and Execution. Analytics and Reporting. Social Media Contest Creation and Management. Paid Social Strategy, Set-up, Optimization and Analytics.

CHALLENGE

Develop a social media campaign that would reach new customers interested in the outdoors lifestyle. Generate at least 500 new e-mail leads. Drive online product sales in the 3 weeks leading up to Christmas. The idea should focus on energizing the Facebook community in particular.

SOLUTIONS

Created the Over Under Great Cooler Giveaway contest allowing customers to enter by making a purchase on the client's website or by entering their e-mail on a microsite (no purchase needed). For the next 12 consecutive days, we would post a new Over Under clothing or accessory item on Facebook and Twitter. Ultimately the winner would receive the cooler with all the 12 items in it (total value of over $1,000).

The campaign quickly gained popularity among current fans and customers on Facebook, who helped spread the word by sharing, tagging, and commenting on all campaign-related posts. Adding new items to the cooler each day generated additional excitement and engagement on the page. Detailed Facebook targeting helped pinpoint specific audiences that were most likely to make a purchase and participate. We focused on areas of the country around retailers that carried Over Under clothing line, as well as specific behavioral targeting of our top segment: males, 25-35.

The Great Cooler Giveaway resulted in over 1195 contest microsite visits and 1100 new e-mail leads. The client recorded a significant increase in online sales and website traffic. Facebook engagement rate increased by 233% from November to December 2017. 

My Responsibilities: Social Media Strategy. Content Curation. Social Campaign Ideation and Execution. Analytics and Reporting. Content Marketing, SEO.

Social Media Presence and SEO Efforts Recognized by The Marketing Tech Insights Magazine. Click Here to Learn More.

CHALLENGE

Help reach more local customers and drive traffic to three restaurant locations in Hawaii. 

SOLUTIONS

Teamed up with Hello Kitty’s creators, Sanrio to feature Gudetama, the lazy egg character from Hello Kitty, on a special menu developed solely for the Eggs 'n Things Hawaii locations. The Collaboration resulted in a 150% increase in UGC over 1 month promotion period and an increase in foot traffic across all three locations.

We donated half the proceeds from our featured menu to the victims of the earthquake that took place in Kumamoto, Japan.  

An Instagram video post by one of the employees featuring a Gudetama dance went viral and received over 5 million views. The promotion was also covered by a local TV station.  Additionally, we raised about $10,000 for the earthquake victims. 

My Responsibilities: Digital strategy. Website development. Digital video asset development. 

CHALLENGE:

Raise awareness of Diabetic Nerve Pain among diagnosed diabetics and their family members.

Drive doctor visits and diagnosis.

Drive traffic to a suggested prescription medication website.

SOLUTIONS

We formed strategic partnerships with the American Diabetes Association (ADA), as well as celebrity and actor Cedric The Entertainer. 

In order to drive awareness and urge people to make an appointment with their doctor, we encouraged visitors to assess their pain by filling out a quiz located on our website. Completed quizzes can be used as a conversation piece in the patient's next doctor's appointment. 

The website also acts as a content hub, which includes Cedric The Entertainer's videos, community event recap photos, TV show appearances, as well as, disease education information, infographics, and facts to help emphasize the importance of taking action.