Past Projects and Career Highlights
Communicating the full scope of my career through a resume, LinkedIn, or portfolio is a challenge, especially with the amount of creative and strategic work I've done across various brands and the thousands of content pieces produced.
Check out my Gondola account to get a glimpse of the impact I've had on brands' social presence and relevance
HP | All-In Plan
Introducing a novel service is no simple feat. We embraced the HP All-IN Plan by infusing the brand with a personal touch through captivating and sophisticated photojournalism, highlighting our customers' genuine interactions with HP products in their daily lives. Our aim was to resonate with our main audiences: the seamless service seekers, professional freelancers, college students, and their parents.
Learn More: HP.com
HP All-In Lifestyle Content
HP | All-In Plan
(Take The Fear Out of Tech)
Imagine the dread of your tech failing, akin to a personal horror story. We'll employ horror elements like tropes, music, and sound to illustrate this feeling, focusing on situations where peace of mind from the HP All-In Plan could save the day.
The HP All-IN Plan offers peace of mind by providing the ultimate convenience. HP laptops and printers with HP All-In Plan plans provide this peace of mind by bundling devices with the services and support you desire, all in one easy-to-manage monthly payment. This unique approach is the first and only fully integrated – not bundled – laptop and printer plan. Our simple All-in Plan integration ensures that you don’t have to spend time managing your tech, so you can get on with your day.
Players' Lounge - Content Strategy
Players' Lounge is a platform where gamers can bet on their skills and win cash playing popular games such as Call of Duty, Apex Legends, Fortnite, Clash, Madden & NBA2K. However, marketing such a platform faces challenges due to age restrictions on social media platforms, especially given its association with gambling. To overcome this hurdle, my content strategy focuses on collaborating with creators to develop game-specific content. By providing gamers with valuable tips, tricks, and strategies tailored to each title, we empower them to enhance their gameplay. This preparation not only boosts their confidence but also equips them for betting on their own abilities or against opponents with greater assurance.
Projects
Nike Football - NFL Kickoff 2022
Overview: A league that rallies athletes* together around a game they love, families together around teams they admire, and cities together around a pride they share.
A league that measures progress not just from the field,
but from the connection and growth of the neighborhoods that fuel it.
As a team goes, a city goes.
NFL communities, our Shareholders of Progress.
Goal: Celebrate the people who embody Nikes 2022 ethos/are creating progress.
My Role:
- Community Research
- Audience Insight
- Strategic + Creative Narrative:
- Identify 3 NFL cities/teams.
- Identify the nuance/dimension of fandom in each city.
- Identify core/fringe cultural fan groups within that community.
Robinhood - Robinhood Learn
Overview:
Robinhood’s mission has always been to democratize finance and make investing accessible to all. With Robinhood Learn, we’ve created a social franchise and in-app platform that equips novice investors with the tools and knowledge they need to confidently navigate their financial journey.
To engage potential first-time investors in the brokerage and crypto space, we’ve built a one-stop-shop solution. This includes an in-app quiz series that provides foundational 101 knowledge, helping users gain confidence. To further incentivize learning, participants can occasionally earn rewards such as crypto or fractional shares.
Goal:
Leverage our financial and crypto expertise to create a social and in-app franchise that equips first-time investors with the knowledge to confidently begin their investing journey. By offering educational tools and rewarding users with fractional shares or crypto, we aim to convert these participants into new net funded account holders on the platform.
Results:
Achieved over 90.4M organic impressions
Introduced new YouTube series (How To:, Options Trading Essentials and My Money Moves) along with Robinhood Learn social/in-app franchise, resulting in 142% growth.
Increased Robinhood Brand Sentiment by 24% YOY
Robinhood - Crypto Gifting (Galentine's Day)
Overview: 46% of Super Bowl viewers are women and may be interested in crypto, but don’t see themselves in the brands represented in the advertising.
We have an opportunity to reach the women who are interested in crypto and have a heightened awareness of crypto from the ads on game day with a promotional campaign. Showcase that crypto-gifting is the perfect “Galentine’s Day” gift.
Goal: Leverage our partnership with Bia by creating a buzz-worthy campaign that’s powered by product, cultural insight, and a specific community.
Positioning RH Crypto as the best place to get started and drive awareness/consideration of Crypto Gifting.
My Role:
- Audience Insights
- Social Strategy
- Talent Strategy
Beats By Dre - TikTok Launch
Overview: TikTok was Beats By Dre's biggest opportunity to appeal to the Gen Z audience. With minimal input, we received a lot of output by launching raw, real educational, and entertaining short-form content. We utilized our core Gen-Z audience and diverse roster of talent to express the identity of our brand as a user would.
Goal: Launch the TikTok brand channel from inception and create positive brand sentiment and awareness within the Gen Z community to keep Beats at the top of mind for this consumer.
My Role:
- TikTok Brand Channel Strategy
- Influencer Channel Strategy
- Influencer Management
- Content Approvals
- Posting Calendar + Cadence
- Music Licensing Partnerships
- Awarded Gold in the Social Campaign category at the W3 Awards for leading the #BeatsDaisyChallenge on TikTok, a high-impact campaign that generated billions of views and millions of UGC videos.
Campaign Summary:
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Objective: To launch a new line of colorful Powerbeats Pro headphones and drive awareness and user engagement for the product through a social campaign on TikTok.
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Strategy: The campaign centered around inviting TikTok users to create color-themed TikToks inspired by the new Powerbeats Pro headphones and Ashnikko's new song "Daisy", using the hashtag #BeatsDaisyChallenge.
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Execution: Ashnikko launched weekly challenges encouraging users to express themselves creatively using the four colors of the Powerbeats Pro: Glacier Blue, Spring Yellow, Cloud Pink, and Lava Red. Prominent TikTok creators were enlisted to promote the challenge in multiple markets, including the US, UK, Nordics, France, Germany, and Russia.
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User-Generated Content: The most creative entries from the challenge were selected by Ashnikko and Beats By Dre and featured in the official music video for "Daisy".
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Results: The campaign was a massive success, exceeding expectations in terms of reach and engagement. It generated over 7.1 billion views of the hashtag challenge worldwide and over 2.1 million user-generated TikToks.
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Key factors for success: The campaign's success is attributed to leveraging Ashnikko's TikTok fanbase, fusing creative expression and music through the challenge, and engaging users through user-generated content.
