Social Campaigns
I've worked on many great campaigns representing brands from the worlds of consumer packaged goods (CPG), non-profit, automotive, and so much more; here are a few of my favourites. Want to see more? Drop me a note.
This masterbrand campaign--a first for Collective Arts Brewing--was a digital and social-first initiative, with organic and paid social content shared across various platforms and YouTube, and also included a sponsored content campaign with Toronto Life Magazine . Working with the creative, strategy and media teams, I provided guidance on content strategy, social content best practices, and performed weekly reporting to ensure campaign KPIs were achved.
Bodacious Wines, #KeepCrushingIt
In 2021, Bodacious Wines teamed up with Sarah Nicole Landry (aka The Birds Papaya) and The Basement Gang to celebrate their brand refresh and to reach new audiences in the Canadian market, especially among young people 18-25. The series of flagship spots, photos, and videos from a PR event featuring the ambassadors generated millions of views and impressions, and jumpstarted the overall social presence of the brand. Working with creative, PR and media teams, I designed the content strategy, advised on best social practices, and guided my team in creating new opportunities from community management tactics.
The Lincoln Motor Company of Canada, #BroadviewxLincoln
The Lincoln Motor Company of Canada forged a partnership with The Broadview Hotel as part of its plan to be present in the spaces where young and aspiring potential customers would be taking in art and cultural events. Working with Broadview Hotel staff, a partner experiential agency, and internal account and strategy teams from the US and Canada, I created the overall social strategy for the partnership, the community and spike events taking place at the Broadview, and the influencer and music content strategies spanning the duration of the partnership.
In the 2 years of the partnership, our campaigns generated millions of impressions, thousands of engagements, hundreds of RSVPs to various events, and countless memories--not to mention a significant lift in brand recognition and consideration for Lincoln from adults aged 25-34.
UNICEF Canada, #ActionRohingya
Following the harrowing news of the 2017 Rohingya Crisis in Myanmar and Bangladesh, UNICEF Canada, as part of the larger Humanitarian Coalition, set out to raise emergency funding in a large-scale digital and social campaign--but also its own brand awareness and increase its monthly donor base.
To do this, I developed the social content strategy and execution coinciding with the #ActionRohingya hashtag, intended to help Canadians visualize the magnitude of devastation as if it were happening in familiar Canadian settings. I also developed a separate Twitter strategy for high-level donors and ambassadors, intended to reach fellow high-level donors with the long-term goal of converting them into monthly donors. The campaign raised over $12M in funding for UNICEF's emergency relief.
YMCA of Greater Toronto, #SWSESummerBucketList
My first-ever social media campaign (and one of my favourites!) was to raise awareness and registrations for the YMCA of Greater Toronto's Summer Work Student Exchange Program. Seeing a lack of visual content describing the amazing experience youth can have while living and working in another language and province in Canada, I developed a photo contest with weekly challenges that encouraged participants to document their experiences on Instagram, providing a first-hand view for their friends and family that no brochure could provide.
The contest resulted in hundreds of entries each week, created a content bank with thousands of user-generated images for me and my team to use every year, and a significant increase in program registrations. The contest is still held to this day, a decade after I created it.