Projects

About the spot: 

In partnership with other internal teams, we were able to push the creative boundaries shooting content in a Target location filled with relatable mom humor of being derailed from your shopping list and walking out of Target with a cart full of items for your kids. Shooting in store really helped the products come to life and allowed viewers to put themselves in the shoes of our talent. 

Performance Highlights:​

• Highest click through rate of 2023 PAW Patrol paid social — 4.1%, 46% higher than our average for the overall PAW Patrol: The Mighty Movie cross retail campaign 

• Lowest cost per click in 2023 for PAW Patrol paid social — $0.34, 35% lower than our average for the overall campaign 

View the entry HERE​

View the video HERE

To support the launch of Teenage Mutant Ninja Turtles x Adidas collaboration, a custom piece of content was created to highlight the product and drive awareness. The TMNT handle was the first to support the collaboration on social media with the shoes selling out in minutes from launch. 

Performance Highlights:​

• Compared to other TMNT Consumer Products Instagram posts from the past six months, the Adidas post is 23% above average likes and 196% above average reach.

​

View the post HERE

Created merch with the Paramount Shop based on fan demand seen on Nickelodeon TikTok posts during the Super Bowl campaign 

Performance Highlights:​

• #2 most engaged consumer products post on the SpongeBob SquarePants Instagram in the past 12 months

​

View the post HERE

Collaboration post with beloved product brand, Loungefly to drive awareness of our first product for the new Dora series. 

Performance Highlights:​

• Reach: 52K

• Comments: 35

• Engagements: 4k

• 213% above engagement benchmarks and 164% above reach benchmarks

​

View the post HERE

A video was created to help drive sales for the Mean Girls product on Walmart.com. The creative played off of an iconic movie scene and related it back to the product resulting in an extremely engaging piece of content. 

RESULTS: ​​

• 1.91% CTR ​

• $0.41 CPC ​

• 73.6K link clicks ​

• 3.9M impressions ​

​

Link to video HERE

• Hired three content creators through Tongal to create highly engaging, product forward stop animation videos to break the noise of traditional holiday product advertising 

​

Results:

• Average CTR: 2.3%, a 188% increase from 2022 benchmarks  

• Average CPC: $0.43, a 54% decrease from 2022 benchmarks

​

Links to video content: 

• Walmart 

• Target 

• Amazon

• Hired three content creators through Tongal to create highly engaging, product forward stop animation videos to break the noise of traditional holiday product advertising 

​

Results:

• Average CTR: 2.5%, a 213% increase from 2022 benchmarks  

• Average CPC: $0.62, a 33% decrease from 2022 benchmarks

​

Links to video content: 

• Walmart 

• Target 

• Amazon

In collaboration with the Nickelodeon influencer team, curated a list of 50 influencer families we continually activated with over a seven-month period, to help support PAW Patrol: The Mighty Movie and the overall franchise.

​

Sampling of influencers worked with:  Grey & Mama, Da'ana Williamson, Kelly Towart

We identified 16 key moments to send products and/or bring influencers to events. Our "coolest" products were selected to send in hopes of influencers sharing the products on their feeds and integrate the products into their lives to show up in their content again and again. 

​

Key moments: first day of summer, back to school, movie premiere, and so many more! 

​

Results:

• 459 earned posts 

• 4.1M impressions 

Oversaw agency partner, BMF Agency, to create premium kits to be delivered to 40 celebrity and influencer families with a total combine Instagram following of 492.4M.  

​

We identified three key times to send boxes out to continue to raise awareness for PAW Patrol: The Mighty Movie – movie premiere date, streaming release date, for the holidays. 

• For the premiere we decorated a car with PAW Patrol magnets, to drive around LA and hand deliver PAW Patrol: The Mighty Movie product with oversized PAW Patrol balloons and our driver dressed in a PAW Patrol for the perfect social media moment. 

• To celebrate the streaming release and the holidays, we took our successful boxes and shipped them across the country to engage with our celebrity and influencer fans across the map. 

​

Instagram Stories supporting these packages from Chrissy Teigen, Meghan Trainor, Jared Haibon and more! 

​

Results: 

• 39 pieces of content posted

• 4.6M impressions 

• 218M potential reach   

Managed influencer campaign end-to-end in support of new PAW Patrol: The Mighty Movie products launching at Walmart, Target, and Amazon.

​

• Identified four influencers who fall within the target demographic for each retailer. As a result of strong relationships, we were able to save $55K in talent fees that were budgeted for this campaign.  

• Ideated engaging, product focused content that aligns with each influencers everyday content.

• Reviewed content, provided feedback and assisted in content roll out plan to align with larger campaign strategy and influencer platforms best time to post.

• Worked closely with paid media team to continually optimize our placement strategy to drive the strongest click through results.

​

Influencer Content: 

• Abbie Herbert - Instagram & Facebook

• Rachel Earls - Instagram & Facebook

• Sarah Dart - Instagram & Facebook

• Almost Triplets - Instagram & Facebook

​

Results:

• 5.3M impressions 

• 44.1K website clicks, a 19% over- delivery on click guarantee 

• 1.01% CTR 

• $0.75 CPC 

• Transferred successes from the TMNT Mutant Mayhem creative shoot to continue to create efficiencies, shooting 3 unique scripted videos, delivering 43 video assets and 50 still assets at one shoot. 

• Hired a diverse, gay couple to reflect a relatable home in 2023.

• Continued to push the creative envelope, filming at a Target location that many can picture themselves in resulting in some of our most engaging Retail Marketing content to date. 

• 6 campaigns ran to support sales of PAW Patrol: The Mighty Movie products being sold at Walmart, Target, and Amazon.

• Worked closely with paid media team to continually adjust and optimize our media.  

​

Results: 

• Average CTR: 2.9%, a 262% increase from 2022 benchmarks ​

• Average CPC: $0.86, a 50% decrease from 2022 benchmarks ​

​

Links to video content: 

• Walmart

• Target 

• Amazon 

Managed influencer campaign end-to-end in support of new TMNT: Mutant Mayhem products launching at Walmart, Target, and Amazon.

​

• Identified five influencers who fall within the target demographic for each retailer. As a result of strong relationships, we were able to save $67K in talent fees that were budgeted for this campaign.  

• Ideated engaging, product focused content that aligns with each influencers everyday content.

• Reviewed content, provided feedback and assisted in content roll out plan to align with larger campaign strategy and influencer platforms best time to post.

• Worked closely with paid media team to continually optimize our placement strategy to drive the strongest click through results.

​

Influencer Content: 

• The Ballinger Family - Instagram & Facebook

• Emily Simpson - Instagram & Facebook

• Patricia Chang - Instagram & Facebook

• April Athena - Instagram & Facebook

• The Curly Coopers -  Instagram & Facebook

​

Results:

• 8.9M impressions 

• 114K website clicks, a 210% over- delivery on click guarantee 

• 1.28% CTR 

• $0.55 CPC 

• Ideated, planned, and oversaw creative execution. Created efficiencies saving $37K in production costs, shooting 4 unique concepts, a total of 15 scripted videos, delivering 44 pieces of video content and 95 still assets in one shoot. 

• Hired three diverse on-camera talent to reflect our shopper demographic. 

• 9 campaigns ran to support sales of TMNT Mutant Mayhem products being sold at Walmart, Target, and Amazon.

​

Results: 

• Average CTR: 2.2%, a 166% increase from 2022 benchmarks ​

• Average CPC: $0.39, a 58% decrease from 2022 benchmarks ​

​

Links to video content: 

• Walmart 

• Target 

• Amazon

Organized the reveal of the new TMNT: Mutant Mayhem figures on social media. 

​

Post: https://www.instagram.com/p/CpfsvvGuXf6/

​

Results: 

• Most engaged consumer product post of all time on TMNT Instagram

• 4th most engaged post of ALL TIME on TMNT Instagram

• +150% above TMNT January likes benchmark; +135% above comments benchmark; +150% above engagements benchmark

Brainstormed with the Yellowstone social team a fan engagement campaign to support the Yellowstone standees. We've previously supported these on social media and knew they were a fan favorite.

​

Taking a page from our successful Halloween UGC multi-slide stories, we asked fans to send in photos of their cutouts in the wild. (Think: Yellowstone meets Flat Stanley!)

​

Results: 

• 5.5M views impressions 

• In the 24 hours that the stories were live: 

  • 330 standees were sold 

  • Generated $14,514.42 in revenue 

Worked closely with the Nickelodeon influencer and brand team to host our very first immersive multi-day influencer experience leading up to and during the Kid's Choice Awards.   

​

We hosted 130+ US and international influencers with a combine following of over 1.2B. 

​

Goals: 

• Create a cultural moment through shareable content-generating events and surprises that drive buzz and FOMO around KCA.

• Invite influencers to experience the new Nickelodeon brand with an immersive introduction to Kidstincts. 

• Recruit influential families and aspirational creators of all ages and backgrounds that can speak to their valuable diverse audiences. 

• Echo the sentiment of being more than just a company of content and that our brands are truly a lifestyle that can be integrated into consumers lives beyond a screen by gifting our latest and greatest consumer products.

​

Results: 

• 1,500 posts 

• 140M views/impressions

• 10.3M engagements 

Ideated and executed exclusive Instagram product launch timed with the 2022 EMMYs. With 5 EMMY nominations and tons of buzz around the Yellowjackets franchise, the consumer products department want to capitalize on the increased brand engagement and reach fans where they were. 

​

Logistics: 

• Released 4 of the new t-shirt designs to be exclusively sold on Instagram. 

• Dropped a pre-launch post on September 7th in-feed and on stories using the product tag feature which automatically generated “remind me” buttons for followers to click to receive a notification for when the product launched. 

• Launched the items on September 9th in-feed using the product tag feature allowing followers to purchase t-shirts directly within the Instagram app. 

• The items we’re exclusive to Instagram from 9/9- midnight the night of the EMMYs, 9/12.

• A reminder post was shared to the stories the last day the items were available on Instagram on Instagram stories.

​

Results: 

• 718% increase in weekly sales for Yellowjackets merchandise 

• 8,737 engagements 

Spearheaded a transformative initiative within the consumer products department, conducting a comprehensive audit of the process. Recognizing both successes and areas needing enhancement across the diverse brand handles, I meticulously crafted a dynamic social media playbook. This playbook serves as a comprehensive guide, delineating best practices, optimal timelines, and streamlined processes. By distilling what works and what doesn't, this playbook empowers the team to navigate the social landscape with finesse, leveraging effective strategies while steering clear of pitfalls. It stands as a testament to our commitment to excellence in digital engagement and promises a more cohesive, strategic, and impactful social media presence for consumer products on the brand channels.

• Ideated creative social activation to celebrate one year of Martha Stewart CBD.

• Managed execution from end-to-end — creative direction, content creator sourcing & management, post boosting strategy, community management of social contest, winner selection, premium kit creation and send out to winners, post analysis & go-forward strategy.

Results

• 1,060 new followers

• 11% engagement rate

Drove the creative strategy to highlight the new 200 Amsterdam property while the property was being built along with the surrounding Upper Westside area to help find buyers for the new luxury apartments. 

• Built the social presence from the ground up — handle name, Instagram biography, profile photo, tone of voice, content and posting strategy.

• Directed photoshoots of two finished apartments and amenity spaces. ​

• Connected with local luxury brands to host parties for potential buyers.

Owned the social strategy launching M Social New York Times Square hotel garnering 10k followers in under ten months from page creation and hotel opening. 

​

Created an engaging community by sharing content about the hotel and happenings in NYC at any given time, acting as a one stop shop for tourists planning their visit. Worked with influencers both from the area and visiting town to highlight the unique destination for locals to grab a drink above the buzz of Times Square and stressing the central location for those from out of town. 

​

Through a mixture of high quality content and strong community engagement layered with a strategic paid boosting schedule, M Social quickly established their presence and purpose on social. 

​

To celebrate this success, a giveaway was held gifting the winner a two-night stay at the property. This tactic helped celebrate M Social's new social community while bringing in new followers and potential customers who entered for a chance to win a free stay. 

• Social Media Management: Oversaw the New York City Wine & Food Festival's social media accounts for the flagship event annually since 2018, leading to a cumulative growth of 79K Instagram followers and driving ticket sales surpassing $1M over the contract period.

• Content Creation: Produced compelling talent videos and live event content, strategically shared on NYCWFF social handles, cultivating FOMO and anticipation to boost ticket sales for ongoing and future events.

• Influencer Engagement: Developed partnerships with influencers, organizing ticket giveaways and content collaborations to elevate brand awareness leading up to the festival. Managed influencers during the event, ensuring content creation aligned with festival goals.

• Community Engagement: Actively engaged with festival attendees on social media throughout the event weekend, answering queries, and fostering a vibrant online community to enhance the festival experience and its reputation.

• 2018 Initiatives: Introduced a successful weekly Instagram story series connecting audiences with festival talent, achieving 185K impressions in a month. Conducted regular industry audits, sharing insights to drive trend-focused strategies internally.

Conceptualized and led a captivating weekly Facebook Live series for ABC Carpet & Home, designed to complement the 10-week summer sale campaign at ABC Carpet & Home. This series showcased our in-house restorer's expertise, sharing insights on fixing imperfections in antiques available for purchase. By highlighting different restoration techniques each week, we offered educational content that directly tied into the items featured in the sale, demonstrating their potential after restoration. Throughout the live sessions, I fostered active audience engagement, encouraging questions and creating an interactive community around antique restoration. Tracking metrics like viewership and subsequent sales, we observed increased customer interest and sales, as the series enriched our audience's understanding and appreciation for the products, contributing to the success of the summer sale.

​

Results: 

• 25K viewers reached 

Started a creative outlet to share my love for food. This page has given me the opportunity to explore connecting with influencers, restaurants and food companies. Being able to test new app features and closely monitor how large influencers and brands adjust their content with he ever evolving social media landscape has been invaluable to transfer to business that I work with.