Refinery29 Instagram

HIGHLIGHTS: Project Management, Strategy, Posting, Creative Execution, Copywriting

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Intuit

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For this campaign’s Instagram Stories, we leveraged an already high-performing format: our “Money Mondays” Instagram Story series. I wrote and designed these stories, using polls and quippy copy to keep engagement high throughout. KPI achieved: The Money Mondays stories averaged achieved desired CTR at over 100 swipe ups, while the stories I created to promote the Intuit-sponsored Money Diaries podcast saw over 150+ swipe ups per story.

AARP�

Executed in 2 phases, this program was a company-wide lift involving all creative departments, from custom videos to a site homepage takeover. I handled all Facebook, Twitter, Instagram, and Instagram story posting. I worked with design to create these mantras, as well as an Instagram story that all performed over benchmark. We had incredibly positive audience response to the anti-ageism message and partnership.

Venus Vera Bradley�

This program aimed to encourage women to take ownership of their shaving regimen—bolstering the narrative that women choose hair removal as an act of self-care, not as a way to fit into a societal beauty ideal. Working closely with our internal design team and an outsourced illustrator, we were able to produce 3 custom assets that struck a chord with our audience and performed over benchmark. For this project, I provided copy and creative direction.

Le Mystére

This program called for a single illustrated Instagram feed post that would position Le Mystére as an empowering, confidence-boosting lingerie brand. I worked closely with our internal illustrator, ensuring we depicted a woman who reflected the diversity of our audience, and it proved to be one of our highest performing branded posts ever created.

Aerie�

Aerie asked to leverage our popular signs-as assets to promote their holiday collection. While the original plan involved more brand integration, I was able to strike a balance between what I knew would work on our feed while still staying true to Aerie designs in a non-pandering way. What resulted was better engagement from our audience.

The Home Depot

Instead of going with our typical 12-segment “signs-as” format, I took this opportunity to innovate by incorporating elements of the zodiac with the paint colors Home Depot wanted to highlight as part of their Paint Base campaign. Normally, carousels are hit-or-miss when it comes to performance on feed, but the flow of this asset encouraged users to find their sign and share their opinions on their chosen colors.

Plan B�

Plan B tasked us with capturing “I Got This” moments—channeling the stories of women who chose to put themselves first in the face of life’s challenging decisions, changes, and hurdles. This program involved several illustrated features, and I led the charge in translating the profundity of the features into social posts. Quotes and illustration styles were chosen and put together in collaboration with several creative stakeholders, resulting in posts that exceeded benchmark.

Target Clean Beauty

Pre-Covid, many of the campaigns I was involved with called for collaboration with our photo team. This program was focused on promoting the clean beauty products available at Target. Going off the insight that close-up beauty shots work well on feed, I made selects accordingly, and I crafted copy that called out clean beauty products front and center. The post ultimately resonated socially-conscious audience.

Clairol Pro

In the a true spirit of collaboration, I worked with photo team to integrate current trends with brand integration and placement. Leveraging the zeitgeist of bold hair clips that were trending in Spring 2019, we integrated a “QUEEN” hair barrette in the photo that I was also able to allude to in the copy. The details in this photo made it work for social, and the brand integration on the second slide of the carousel worked for the client.

Refinery29 Instagram Stories

Highlights: Project Management, Strategy, Event Coverage, Producing, Direction, Copywriting, Design, Posting

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Intuit

Intuit wanted to raise awareness about their products, especially as they pertain to general financial literacy and being of service to small businesses. We wanted to make Intuit’s technology feel accessible and useful to everyone—from folks just trying to do their taxes to folks trying to get a business off the ground. I wrote and project managed the production of all assets, focusing on relatable mantras and helpful finance tips. KPIS achieved: We saw ¾ Instagram posts perform over benchmark, successfully reaching the client’s goal of brand awareness.

K-Y Jelly

For this program I was tasked with producing a 4x Instagram story series with a sexuality doula—covering topics from body confidence in the bedroom to choosing the right type of lube. After working with client to find the right language for the talent and the brand, we were able to land on an approach that worked for everyone. Finally, I worked with video team in LA to create a beautifully lit set where the talent and product literally glowed! We saw tremendous average completion rate on these stories at 76%, and a swipe-up total of 450.

Sephora Aging: Shopping Wednesday

Aging is a sensitive topic to tackle, but for this Shopping Wednesday story I teamed up with the editorial team to ensure our language felt helpful and informative to our audience. Every slide swiped up to a product that was separated by age group, and the design and product customization proved to be effective when it came to swipe ups (402) and the completion rate (78%). Our audience loves curated, tailored product reccos, and that was a great insight to lean into for this story.

AARP

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Executed in 2 phases, this program was a company-wide lift involving all creative departments, from custom videos to a site takeover. I handled all Facebook, Twitter, Instagram, and Instagram story posting. I worked with design to create these mantras, as well as an Instagram story that all performed over benchmark. We had incredibly positive audience response to the anti-ageism message and partnership. (78% completion rate, 83 swipe ups)

Hulu: Four Weddings and a Funeral Screening Event

Posting in real-time and covering events is one of the more exciting aspects of being a social media editor—and this screening event was an opportunity for me to coordinate with our events team and on-site talent to produce an Instagram story that would make the audience feel like they were actually there. (69% completion rate, 233 swipe ups)

CJ: KCON

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CJ, a massive Korean company that owns brands from food service industry to events, gave us the opportunity to tour KCON at the LA Convention Center. Tapping internal talent, I was able to direct and capture an engaging story while the client was offering notes in real time. Designed and posted within the same day, this story earned a completion rate of 77%.

Command Brand: Sweet Digs

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Coordinating with the video team and while producing this story remotely, I was able to send my counterpart Alexa to the film set (Megan’s Apartment) to sneak in a quick BTS house tour. Midway through the story, the audience gets a glimpse at the Command Brand hero product—the messaging is woven into the narrative in a natural way. (Completion rate: 71%, Swipe ups: 109)

Ulta: 21 Days of Beauty

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In the middle of executing this program, we were faced with the hard truth of having to quarantine due to COVID-19. I was able to pivot the original concept of this story to an at-home “Zoom Meeting Look” makeup tutorial. This story was the first of many pivots and changes due to Coronavirus, but I knew this would work since we see success in stories that feel authentic and accessible to our audience. (Posted on Unbothered, Completion: 62%, 30 swipe ups)

Reebok Classics

For this Reebok campaign, our goal was to embody the Club C sneaker slogan, “sport the unexpected.” So for this story, I had our fashion editor Channing style the Club C sneaker in an unexpected way—achieving the client’s goal of showing off the sneaker’s versatility. I produced this story remotely from Los Angeles, and designed and posted it—adding on an interactive poll and ensuring full view of the shoe from all sides. (Completion rate: 79%, swipe ups: 73)