Social
Unisom
2025
Saquon Barkley 🤝 Unisom Social Activation
AMBITION Get Unisom, the OTC sleep aid into culture.
EXECUTION New York Giants owner John Mara famously said he would “have a tough time sleeping” if star running back Saquom Barkley went to their rivals, the Philadelphia Eagles. So who better for Unisom to partner with than Saquon Barkley to show the magic of sleep and maybe throw a little salt in the wounds for Giants fans. When Unisom’s ad with Eagles running back Saquon Barkley started making headlines the Friday before the Giants , we went into ‘brace for viral’ mode on social. Throughout the weekend, more headlines surfaced one…after the other...(hey 👋 Sports Illustrated) and social conversations spread quickly within the insanely passionate NFL community, keeping us in the trenches of comment sections waiting for the right opportunities to strike with more content and playful banter. This partnership shows that with the right story and the right talent, a brand like Unisom can become a catalyst for culture-first conversation and let’s be honest, a lot of piping hot takes.
RESULTS Despite being a much smaller brand, Unisom’s partnership with Saquon Barkley outperformed some of social most culturally revelant brands including Axe, Nutter Butter, Duolingo and McDonalds, generating over 1.9B impressions.
AWARDS
Bronze 🥉 Cannes Lion / Social + Creator / Health + Wellness
Silver🥈 Cannes Lion / PR / Health + Wellness
Gold 🏆 Clio Awards / Creative Effectiveness: National
Gold 🏆Clio Awards / Experience/Activation: Use of Talent & Influencers
Gold 🏆 Clio Awards / Public Relations: Real-Time Response
Gold 🏆 Public Relations / Use of Talent/Influencers
Gold 🏆 Social Media / Single-Platform
Gold 🏆 Social Media / Use of Talent & Influencers
Silver 🥈 Clio Awards / Branded Entertainment + Content: Social Media
Silver 🥈 Digital / Mobile + Social Media
Bronze🥉 Creative Strategy
Role: Director of Social Engagement; Led social community management strategy, implementation + reactive content strategy
Agencies: The Martin Agency (Creative), Lippie Taylor (PR), Havas (Media)
BEHR Paint 2022 - 2024
Always On Social Presence + Community Building
AMBITION Make BEHR the 'Most-Loved DIY Coach on the Internet' by growing BEHR Paint followers, viewership + engagement across TikTok + Instagram.
EXECUTION Behr Paint has, over the years, positioned itself as a DIY coach, motivating consumers to overcome doubt and take on projects. But DIYers often run into one major problem, choosing a color. When it came to our social content strategy, we knew we had to find ways to uncomplicate color and provide actionable advice and inspiration to make choosing the perfect color not only easy, but fun. BEHR's social content strategy was color-first, fueled by eye-catching, vibrant paint colors through unexpected creative executions that stopped people in their scrolls. Colors and executions were driven by design trends, rising cultural and social themes as well as seasonal palettes to keep the content feeling fresh and relevant. We also prioritized community-building efforts through community management, influencer marketing, and thoughtful collabs with unexpected creators.
RESULTS BEHR saw significant growth. From June 2022 to July 2024 BEHR’s TikTok saw a +689.47% increase in followers and held the highest viewership and engagement across the competitive set. BEHR’s Instagram saw a +89.7& increase in follower and held the fastest growth and engagement rates among the competitive set.
BEHR Paint 2022-2024
To DIY For: Social’s first-ever #DIY competition
AMBITION Make BEHR the 'Most-Loved DIY Coach on the Internet' by engaging Millennials and Gen Z DIYers where they were most active on social – TikTok.
CHALLENGE Grow our audience of DIYers by leading the DIY space on TikTok instead of just existing in it.
INSIGHT DIYers have a 'go big, or go home' mentality and find inspiration in challenging and creative DIYs. They crave projects that level up their spaces, and level up themselves.
EXECUTION We needed to harness the competitive spirit of DIYers and catapult it to a larger stage. The answer became clear: a DIY competition show on TikTok.
RESULTS BEHR had become – almost overnight – the most-liked and followed major paint brand on TikTok, leapfrogging all competitors with a 66% increase in followers during the campaign period. The campaign garnered 120MM impressions, 108MM video views, 12M engagements and 47K+ likes.
AWARDS Bronze 🥉 Shorty Award / Branded Series / TikTok Presence
Role: Senior Strategist; Led creative social strategy, content strategy + planning, social media management
Agencies: TBWA Chiat\Day LA (Creative), MBooth (PR), UM (Media)
Nike Yoga
2021-2022
Launching @nikeyoga, Nike’s newest flagship channel
AMBITION Establish and grow a Nike flagship channel dedicated to yoga.
OVERVIEW I started at Nike in March of 2021, and my first project was launching a new social handle (in partnership with countless other brilliant humans). Fast forward to May 2021 and @nikeyoga was born. @nikeyoga's strategic goal is to demystify yoga through diverse creators and storytelling. At the core, our goal was to create a welcoming space and foster a loving community of all-level yogis. We wanted this channel to feel more raw, real, and less produced. It wasn’t about selling product, it was about facilitating connection.
RESULTS After 6 months live, we saw +50k in organic growth and had one of the most engaged social communities across the NIKE social ecosystem (highest ER). Since leaving in 2022, Nike has reevaluated their channel approach and has consolidated @nikeyoga + @niketraining to become @nikewellcollective.
