Social media campaigns
Connecting with communities for
Azure Open Source Day
Briefed with the adjectives of geeky, nostalgic, and insider baseball (for “easter eggs” to tease announcements), I developed the copy for social media assets to engage the open-source developer community with this Microsoft Azure event. In collaboration with designers, I riffed on cowsay and original ASCII art to create new animalsay art with puns, “dad jokes,” and insider tech jokes. The outcome was event registration that exceeded goals by 84% over the previous year—with a 25% increase in live attendees and 27% increase in post-event on-demand attendees.
Evolving a more
humanized brand
Whether a brand and its audience are large or small, my approach to social media writing has been guided by the principle that empathy drives engagement. Over three years, I helped Amazon Movies & TV social handles better engage their audiences by embracing a fan-centered approach, implementing campaigns and content that focused on touching fans’ hearts—not only their wallets. By creating and curating thousands of posts around fan-favorite content, I was able to organically increase Facebook engagement to 11.4% YoY, grow fan bases on Facebook and Twitter ~29% YoY—with a 75K+ increase in followers in less than 6 months.
Leaning in to what
the fans love
“Sometimes a feeling is all we humans have to go on.” – Captain Kirk
While I heartily endorse Captain Kirk’s advocacy for human intuition, I actually used demographic and engagement data to learn that over 75% of the Movies & TV fan base were, among other things, “Trekkies.” I researched, created, and curated content that would captivate and delight this large segment of fans. Additionally, I partnered with Paramount and other studios to procure sweepstakes prizes for gamified social posts, original video content, and special deals for fans.
Connecting fans and heroes at live events
I helped promote the Starz TV series based on the Outlander novels by creating and curating fan appreciation content, including an authentic kilt giveaway and original video content. The campaign culminated with a live Q&A session with beloved author, Diana Gabaldon, that received 500K organic impressions, 136K video views, and 2.1K shares.
My favorite quote from the live event was from our chat moderator, who was inundated with questions and comments as I interviewed the author: ”The fans are losing their minds—they love Diana so much!”
Sparking global conversation
with viral posts
While there are many factors that will make a post go viral (who knew Brazil has millions of Francis Ford Coppola fans?), a key in my writing has been to center the audience to drive engagement. In these examples, I used engagement and fan demographic data to curate video content around Reggaeton boy band CNCO and the Academy Award–winning Godfather films series, partnering with music labels and movie studios to procure content. The CNCO post earned 7.1 MM organic impressions, 79.3K video views, and 1.8K likes. The Godfather deal of the day post earned 1.8 MM organic impressions, 385K video views, 2.1K shares, and 1.2K likes.
