Portfolio
Discogs
The world's leading music discovery and record collecting platform empowered by a community of obsessed music fans.
Brief
Discogs wanted to increase usage of the Randomizer tool in the updated Discogs app.
What I Did
I organized and owned the entire social content and influencer campaign. I filmed and edited the video featuring DJO's The Crux cassette which generated over 275k video views. I organized collabs with influential collectors from around the world, showcasing them using this product feature.
Results
This campaign drove a 40% increase in the usage of the Discogs Randomizer tool.
Discogs
The world's leading music discovery and record collecting platform empowered by a community of obsessed music fans.
Brief
Create a repeatable social content series that connects and engages with the passionate Discogs community of record collectors.
What I Did
Created this viral Instagram post that reached over 3M users and generated over 40k comments. Provided content team with sorted responses that were used to create this editorial article that was successful across multiple marketing channels. Built upon this success with a series of social prompts that were then turned into 'Social Picks' editorial articles. Example: Underrated albums post and article.
Results
Social Picks series has been successfully running for three years, generating continuous new followers and engagement. Several editorial articles from this social series are top revenue-generating content pieces for Discogs.
Discogs
The world's leading music discovery and record collecting platform empowered by a community of obsessed music fans.
Brief
Discogs wanted to sell out the limited-edition We Are Rewind x Discogs cassette player.
What I Did
I organized the social content calendar and influencer campaign. I filmed and edited the video featuring Tracy Chapman's debut cassette and the cassette player which generated over 123k video views. I organized collabs with influential collectors from around the world, showcasing them using the exclusive cassette player.
Results
The limited-edition We Are Rewind x Discogs cassette player sold out!
National Psoriasis Foundation
A nonprofit driving efforts to cure psoriatic disease and improve the lives of those affected.
Brief
Amplify support for NPF advocates meeting virtually with members of Congress on Capitol Hill about step therapy reform, capping out-of-pocket costs in Medicare, extending inter-state Telehealth access post-pandemic, and funding psoriatic disease research projects disrupted by COVID-19.
What I Did
I created social content highlighting Capitol Hill Day and organized collaborations with influencers living with psoriasis and psoriatic arthritis to encourage people to contact their representatives.
Results
Increased new advocates added to Voter Voice from social for Capitol Hill Day by 191% YOY and increased the number of messages sent to lawmakers from social by 87% YOY.
Hi-Chew
A soft, double-layered chewy fruit candy made by the Japanese confectionary company Morinaga & Company.
Brief
Increase engagement with Hi-Chew's social channels during the holiday season.
What I Did
As the Social Team Lead on the Hi-Chew account, I oversaw the planning and execution of social content, campaigns and ads for Hi-Chew USA's social accounts. I created a step-by-step guide on how to create an igloo and holiday wreath using Hi-Chew for the holiday season.
Results
Increased engagement on Hi-Chew's social channels, particularly on Pinterest, Facebook, and Instagram.