Campaign Experience

e.l.f. Cosmetics Judge Beauty Campaign

Working as the Social Media lead on e.l.f.’s 2024 Super Bowl campaign—Judge Beauty— I helped build a social media strategy that played a pivotal role in extending the impact of the campaign beyond traditional TV screens. From collaborating with influencers like Benny Drama who helped navigate followers through our social campaign to tapping into our additional stars to tease the launch including Gina Torres, Rick Hoffman, Sarah Rafferty, Meghan Trainor, Ronald Gladden, Heidi N Closet and Emmanuel Acho, my team built a strong level of excitement with both the talent and brand’s audiences.

I led the ideation, capture, and post-production of supplemental social-first content that would sustain the Judge Beauty campaign before, during, and after the Super Bowl. Simultaneously, I planned and assisted in executing this content along a 3-month long social rollout strategy, inclusive of caption copy, that was shared across platforms including Instagram, TikTok, YouTube, and LinkedIn. Examples include:

Google Pay Summer OlympiCs Campaign

In the summer of 2024, I had the pleasure of working with Olympic athletes & gold medalists Caroline Marks and Sydney McLaughlin-Levrone for Google Pay’s social campaign in partnership with VISA.

Acting as lead social manager for this project, I led the creative conception for both photo and video content, assisted in production, and led the social strategy across both organic and paid social.

Final Content: 

TATCHA MAJOR MOISTURE MATCHUP CAMPAIGN

I acted as SHADOW’s social media lead in the planning and execution of Tatcha’s latest social media campaign: The Major Moisture Matchup.

I led my team in creating a phased rollout strategy across both Tatcha and talent’s social channels, inclusive of both Instagram and TikTok.

To tease the campaign, talent posted self-shot videos announcing their participation in the campaign that felt authentic to their individual styles while still thematically aligned with the overarching campaign narrative, all concepted by my team. Examples include:

We also concepted, filmed, edited, and wrote caption copy for supplemental lo-fi content for the brand’s channels, leveraging TikTok trends and formats. This content mix ensured the feed felt relevant and entertaining throughout the month-long campaign. Examples include:

Finally, to maximize campaign visibility, we provided amplifying tactics for the brand to enlist additional creators to produce their own “Moisture Matchup” content. These additional ideas took shape as a playbook including prompts for audience engagement and recommended cadence. The most viral amplifying content garnered 5.6M views (Dewy vs. Water).