Cross-Functional Campaigns

Here is a look into the components of some of social media campaigns I led in support of different beats across Disney and Linktree.

#ClearTheList Back-To-School Season 2023 | Linktree

Following the rise of the #ClearTheList movement on TikTok and seeing that many teachers were using Linktree to share their classroom wishlists, I spearheaded a social-first initiative to support Linkers in the education space. This was comprised of clearing classroom wishlists for teachers and partnering with nonprofit organization Baby2Baby to ensure Linktree puts our money where our mouth is.

Deliverables:

Teacher Creator Spotlights
Short-Form Videos
Amazon Teacher Classroom Wishlist Spotlights

Highlights:

+0.2 increase across the general population in aided brand awareness for Linktree
Extremely positive sentiment throughout the campaign—with teachers featured (as well as external ones not involved) expressing gratitude for Linktree’s efforts

Alfred Coffee Branded Partnership | Linktree

Followers don’t matter. Sales do. Linktree turns your following and engagement into real dollars. Here’s an overview of the top of funnel social strategy I led for this campaign with Alfred—a coffee brand embedded in influencer culture.

Deliverables:

Studio Photography
Short-Form Videos
Small Business & Creator Spotlights
Creator Pop-Up Market Amplification
Text-Only Tweets and Threads

Highlights:

Exceeded Instagram engagement goal by +312% and video view goal by +2.3K%
Exceeded TikTok video view goal by +3.1K%

2022 Creator Report | Linktree

The Creator Economy is evolving, and there is a lot of varied research out there about the space. With a user base of 24M+, Linktree is positioned to be a voice in understanding the industry. Here’s an overview of content I spearheaded across owned social channels to amplify Linktree’s 2022 Creator Report.

Deliverables

Creator Persona Profiling Carousels
Influencer Partnership Generated Content
Short-Form Videos
Data Posts

Highlights

Campaign content over-indexing BAU content engagement on average by 326%+
“The Expert” post achieving highest engaging Instagram post ever at the time
166%+ increase in positive Twitter social mentions during week of launch vs. prior week

Muppets Now (Original Series) | Disney+

Cue the mayhem! From Twitter stunts to custom character liners, here’s an overview of social content I helped oversee to support our digital marketing campaign for Muppets Now.

Deliverables:

Key Art
Trailers (Standard & “Video Call” Style)
Original Art Pieces
Character Twitter Stunts (Kermit Takeover, Weekly Q&As, Cross-Talk Threads)
Custom Character Liners
Twitter Heart to Subscribe
Influencer Art Series
Food Influencer YouTube Program
Memes

Highlights:

1M earned engagements
2.9M total audience reach across influencers channels
Engagement from @MileyCyrus
Silver Winner in The Telly Awards (2021) for The Muppets Video Call

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Phineas and Ferb The Movie: Candace Against the Universe (Original Movie) | Disney+

Get ready to reunite with your favorite Danville siblings! From a cast table read to exclusive sneak peeks, here’s an overview of social content I helped oversee to support our digital marketing campaign for Phineas and Ferb The Movie: Candace Against the Universe.

Deliverables:

Key Art Assets (Static, 360, Motion)
Trailer
Dr. Doofenshmirtz Twitter Takeover + Q&A Stunt
Custom Cast Liners
Exclusive Sneak Peeks
Cast Reunion Table Read
Lil Nas X Giveaway Partnership
Interactive Instagram Stories
Text-Only Tweet
Influencer TikTok Program
Memes
GIPHY Sticker Pack
Custom AV Assets

Highlights:

3.6M engagements earned
5.8M audience reach across influencers channels
#PhineasAndFerbMovie trended #4 on Twitter during Lil Nas X stunt
Fans took Dr. Doofenshmirtz art from Twitter takeover and put their own creative spins on it to meme-ify it
Silver Winner in The Telly Awards (2021) for Cast Table Read Video

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Clouds (Original Movie) | Disney+

What are you going to do with your one precious life? Build out a digital strategy for Clouds! From a Facebook Live virtual concert to lyric videos, here’s an overview of social content I helped oversee to support our digital marketing campaign for Clouds.

Deliverables:

Key Art
Trailer / Digital Spots
Talent Liners
Virtual Concert
Featurettes
Twitter Heart to Subscribe
Drive-In Premiere Coverage
Talent Regrams
Lyric Videos
Influencer Art Series
Instagram Story Filter
GIPHY Sticker Pack
Custom AV Pieces
Content Specifically for Talent

Highlights:

1.4M engagements earned
Partnered with 20+ celebrities and influencers to produce / promote Clouds: A Musical Celebration—a virtual Facebook Live concert that over-indexed engagements by 1K%
Pushed Zach Sobiech’s song “Clouds” to #1 on iTunes for the second time since 2013
Collaborated with 6 artist influencers to create custom conceptual “album” artwork for Clouds inspired by songs from the soundtrack

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Secret Society of Second-Born Royals (Original Movie) | Disney+

Your royal invitation awaits. From a character poster debut stunt with the cast to a weekly heart to subscribe Twitter activation, here’s an overview of social content I helped oversee to support our digital marketing campaign for Secret Society of Second-Born Royals.

Deliverables:

Key Art
Trailer / Digital Spots
Yearbook Dossier Series
Character Poster Reveal Stunt With Talent
Twitter Heart to Remind
Memes
Talent Videos
Second-Born Disney & Pixar Characters Binge List
Custom AV Pieces

Highlights:

Twitter Heart to Remind kick-off tweet over-indexed engagements by 600%
Successfully worked with eight members of the cast to capture 15+ digital concepts across domestic and international social handles

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High School Musical: The Musical: The Holiday Special (Original Special) | Disney+ • High School Musical

It’s time for the start of something new for the holidays! From interactive Instagram Stories to talent liners, here’s an overview of social content I helped oversee to support our digital marketing campaign for High School Musical: The Musical: The Holiday Special.

Deliverables:

Logo Reveal
Key Art
Trailer
First Look Photos
Music Video Releases
Talent Liners
Interactive Instagram Stories
Talent Stills
GIFs
Content Specifically for Talent

Highlights:

2.7M engagements earned
Content from this campaign made up 60% of the top 5 most engaged with posts of all time on @HighSchoolMusicalSeries Instagram

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The Disney Bundle (Always On) | Disney+ • Hulu • ESPN+

Ready to build the ultimate stream team? From minimalistic art pieces to National Streaming Day stunts, here’s an overview of social content I helped oversee to support our always on digital marketing campaign for The Disney Bundle—inclusive of Disney+, Hulu, and ESPN+.

Deliverables:

Digital Spots
Snapchat Lens
Minimalistic Art
GIFs
Interactive Instagram Stories
National Streaming Day Stunts
24-Hour Influencer-Hosted Livestream
Super Bowl Stunts

Highlights:

2.3M earned engagements from 2020 National Streaming Day stunts
National Streaming Day success resulted in converting the Disney Bundle to be an always on campaign
34 different interactions between Disney social accounts during Twitter cross-talk Super Bowl stunt—contributing to a 1.5K% increase in Google’s Interest Score

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The Simpsons | Disney+

D’OH-MG! Here’s an overview of social content I helped oversee to support various digital marketing campaigns beats—ranging from 4:3 aspect ratio episodes to The Longest Daycare debut, for The Simpsons franchise.

Deliverables: