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White Sheet

Marketing & Social Media
Portfolio

I have 13+ years of experience in marketing with a heavy emphasis on social media, managing teams, 1:1 engagements, content creation, influencer collaboration, multi-platform campaigns, and social strategy execution – ranging from Super Bowl campaigns, vehicle reveals, influencer integration, & partnerships with the likes of the NCAA, Lebron James, Call of Duty, Forza, Reese Witherspoon,Togethxr, The Home Edit, Emily Zuguay, and more.

Photography & Content Creation

GMC

Buick

Social Media Case Studies

Buick

#SeeHerGreatness

Over 40% of athletes are women but they get less than 10% of media coverage. And in year-one of this campaign, Buick committed to changing this reality through the launch of “See Her Greatness,” a campaign designed to drive awareness and magnify the achievements of female athletes. Social-specific video content was created to only showed 10% of the screen as a nod to the 10% of media coverage women athletes receive.

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  • 497 million impressions

  • 7.2 billion hashtag interactions on TikTok

  • Most watched women’s basketball game in two decades (4.85+ million viewers)

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In year-two of #SeeHerGreatness, the goal shifting from awareness to action. Through a series of social videos that give five prominent female athletes a platform to tell their own stories, as they share several reasons to “watch me.” The athletes included Aliyah Boston, Cameron Brink, Caitlin Clark, Azzi Fudd and Kiki Rice. We also ran a #SeeHerGreatness challenge on TikTok encouraging users to share their own moments of greatness.

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  • 12 million views + 143k interactions on owned TikTok content

  • #SeeHerGreatness TikTok challenge yielded 1.7 million brand video creations

  • 5 million views on Instagram collab post with Caitlin Clark

  • AdAge named Buick one of the ‘Top 5 Brand Tiktoks You Need to Know About Right Now'


Role: Community management, 1:1 engagements, content strategy, real-time coverage, on-site conent creation & photography

GMC

'Finding Nowhere'

We revealed the GMC Canyon, the most advanced off-road truck in its class and wanted to prove to the world that the Canyon is truly made to be used. The idea? Create a film and social campaign sharing the unique perspective from outdoor enthusiasts relying on the vehicle to create a trip of a lifetime. It was raw, unscripted, and ultimately established the Canyon as the Official Vehicle of Nowhere – a place that all adventurers strive to visit.

 

  • 12% increase in engagements with our community

  • #3 trending topic on Google

  • 9x increase in Canyon mentions on social media

  • Highest-ever ‘GMC Canyon’ search activity

  • 4-day streak of record-breaking site visits and vehicle reservations

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Role: Community Management, content strategy, 1:1 engagements, influencer identification and relationships

Buick

New Logo Reveal x Emily Zuguay

The glow-up era of Buick arrived with a fresh, new logo. So we partnered with viral Tiktoker and graphic designer, Emily Zuguay, to put her humorous and signature dry-delivery twist on things. 

 

  • Emily’s video accumulated over 33 million views 

  • Buick Duet yielded 4.5 million views, 760k Likes

  • Buick’s TikTok following saw a 400% increase

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Role: Community Management, content strategy, 1:1 engagements, copywriting, influencer relationships

GMC

Super Bowl | Hummer EV

The Super Bowl is a media blitz with every brand competing for attention in a crowded room. So how do we become the loudest in the room? We don’t say a word. The completely silent :30 tv spot featuring LeBron James enforced the completely silent but powerful GMC Hummer EV and tagline ‘A quiet revolution is coming.’ Safe to say we made some noise: 

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  • 737 million paid social impressions, 3.8 million organic social views, 38k handraisers

  • Trended top 10 on YouTube, Twitter, and Reddit

  • 114.3 million views on the broadcast spot

  • #1 search for ‘electric truck – passing Rivian and Tesla

  • Highest daily site traffic for GMC ever

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Role: Community Management, real-time coverage, content strategy, 1:1 engagements, influencer relationships

GMC

Call of Duty

How do you share the thrill of driving the world’s first all-electric supertruck, GMC Hummer EV? You host a special test drive event in one of the biggest video games of all-time: Call of Duty Warzone. 

 

  • Highest ever impression volume (2.6 million) and highest ever engagement volume (223K) for an organic brand post on Instagram

  • Over 18 million test drives took place in-game

  • Raised favorable brand position by 4%

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Role: Community Management, content strategy, 1:1 engagements (including custom creative like images/gifs used for replies), influencer strategy

Buick

Myrna Collaboration

Buick was battling a reputation as an ‘old person’ brand. So we thought, who better to work with than a popular ‘elder’ fictitious Twitter personality who drives a 1998 Buick Century. While we love our heritage, we invited her to experience the new Buick. Myrna’s loyal fanbase joined in the conversation which led to Buick reaching a new audience

 

  • 131% increase in engagement rate

  • Outperformed previous influencer engagement by 273%, and 175k impressions. 

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Role: Community Management, 1:1 engagements, influencer relationships, copywriting

GMC

World's Biggest Tweet

After revealing the new GMC Yukon, we partnered with Twitter to further promote the ‘larger than life’ vehicle by creating the world’s largest tweet. Over 2,500 color-coded stakes were meticulously placed by hand to help guide precision drivers, as well as 110,000 feet of rope line, and the resulting design was big enough to fit 270 football fields inside it, with the only way to capture it via helicopter at just above 12,000 feet. 

 

  • 22% increase in engagements

  • Highest Yukon mention volume in GMC history

  • Increase in click-thru rate on Reddit and Pinterest (52% and 12% respectively)

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Role: Community Management, 1:1 engagements

Buick

Big Little Lies

To capitalize on 11 vehicle placements within HBO’s award-winning series Big Little Lies, we created short, product-focused, branding-led videos that mirrored the ‘interview’ style depicted in the show. 

 

  • 64.8 million impressions + 16.3 million video views on Twitter

  • 10% lift in ‘Brand For Me’ + 8% lift in ‘Favorability,’ which was the highest lift for an automotive brand ever

  • 9x higher brand mentions compared to Season 1

  • First-ever automotive brand to activate a live show on Twitter surrounding a TV series

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​Role: Community Management, real-time coverage, 1:1 engagements (including custom creative like images/gifs used for replies)

GMC

Super Bowl | Rams Lost

With the Super Bowl matchup set between the New England Patriots and the LA Rams, we tied in our biggest competitors, Dodge Ram, by throwing a shot of trash talk with a cheeky nudge: ‘The Rams already lost.’ The message hinged on the innovative Multi-Function tailgate of the GMC Sierra – boasting 6 custom tailgate functions over the traditional tailgate of Dodge Ram.

 

  • Social content performed 265% above benchmark

  • @GMC Twitter mentions increased by 335%

  • Achieved record-level Consideration and ‘Proud to Own’ 

  • Best Sierra sales year ever

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Role: Community Management, 1:1 engagements, real-time coverage

GMC

Whistler Blackcomb

The GMC Sierra All-Mountain: the pinnacle of capability that could conquer the unconquerable peaks of Whistler Blackcomb. Fresh powder, underbody lights, pure torque, and a helicopter to boot, we created a film that showcased the All-Mountain in a setting not seen or even dreamt about by any other trucks.

 

  • Most-engaged social post of the year

  • Facebook Livestream yielded 1.4 million views

  • Content captured on-site during the production resulted in the second, third, fourth,, and fifth most-engaged posts of the year

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Role: Community Management, 1:1 engagements, real-time coverage, photography & content creation, content strategy, on-site support, production

GMC

#EnlistMe

#EnlistMe aimed to raise awareness and funds for severely injured and disabled veterans, providing them with smart homes that make their lives easier. By running a promoted Twitter trend, we were able to share our message with millions of people – even starting a social media ‘challenge’ by encouraging people to take photos making a ‘home’ hand gesture and donate to our cause.

 

  • $2+ million raised

  • 40+ Smart Home custom-built smart homes for severly injured veterans

  • Thousands of participants with big names like Cam Newton, Josh Duhamel, Will Arnett, Stephen Colbert, Mary Barra, the cast of ‘This Old House,’ and more

 

Role: Community Management, content strategy, 1:1 engagements, content creation, real-time social coverage

Trends & Real-Time

Whether it's identifying potential trends, developing thoughtstarters for the creative team, brainstorming with the creative team, copywriting, or assisting in content creation...here some real-time trend executions we developed. On-brand, timely, and relevant to our audiences.​​​