Social Campaigns
Freight Farms: Crop Corner
At Freight Farms, their vertical farming technology is making innovative waves in homes and businesses across the world. To further educate customers, leads, and the general public on this innovative technology, I created a digestible TikTok/Reels series called Crop Corner, where Freight Farms’ internal research farmers let customers and the general public in on their research and development process, educating the masses on the groundbreaking tech behind the container farms. Most episodes link directly to documentation so current farmers can begin implementing some of the findings to their operation immediately for increased yields and profit. This series was the highest performing on Instagram, increasing average account engagement by 23% and consistently reporting in the top-performing posts, showing off the power of educating your consumer.
RuPaul’s Drag Race Season 13 Cast “RuVeal” Social campaign
For the season 13 launch of RuPaul’s Drag Race, it was time to up our social media, especially in the height of a pandemic.
Using Instagram reels, carousels and stories, TikTok duets, YouTube stories, shorts community posts and livestreams, Facebook video and stories, Twitter moments, fleets, threads, lists and video and stories and spotlights on Snapchat, we were able to garner 29 million views with 13.8 million engagements through this campaign.
The activity--70 different bits of content in all--was designed to drum up support for the new season and introduce the show’s crop of contestants.
Views were up 250% versus last year’s “RuVeal, and engagements were up 420%. Our Meet the Queens YouTube livestream trended as No. 1 on the social video service.
RuPaul’s Drag Race All Stars 7 cast “ruveal” Social Campaign
In less than 24 hours, RuVeal posts earned a total of 9.8M views, 1.3M engagements, and 7.3M impressions – shattering all of the franchise’s previous records. The RuVeal Livestream received 1 million views, and reached #3 on the YouTube Trending. On Twitter, #AllStars7 trended at #2 worldwide, with 58.6K concurrent people tuning into the Spaces. This cast announcement was truly for the fans, and captivated them on every social platform.
The vertical short-form assets presented our legendary contestants in a way that felt editorial, elevated, and fashion-forward, and set the tone for an incredible season of RuPaul’s Drag Race All Stars.
The theme for the promo campaign for RuPaul’s Drag Race All Stars 7 was “Glitz” where the Queens were asked to show off their aesthetic with shining bright sparkles. Leading the Social/Digital Creative for this campaign, my team and I created stylized assets formatted per platform to emphasize the greatness of these competitors. The rollout consisted of teasers + countdowns across platforms, a Twitter Spaces with the cast hosted by fan favorite influencers Brittany Broski and Sarah Schauer, and a YouTube Live with a premiere sneak peek and a gorgeous behind-the-scenes interview package produced by myself.
Compilation footage of Social/Digital creative
RuPaul’s Drag Race Season 14 Campaign
The game is on! The campaign for RuPaul’s Drag Race Season 14 focused around a board game theme. To complement that campaign, Social/Digital created an arcade-inspired runway for the new Queens to stomp in full force as they are introduced to the world for the first time. Capturing all social assets for all platforms, our YouTube Premiere runway made it’s way to linear for a special airing. The following morning, more custom assets dropped across the internet. The campaign continued through the season with The Pit Stop after show, Whatcha Packin exit interview series, as well as weekly sneaks, highlights, performances, and custom backstage content gathered on set.