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CLIENT - HELPGOOD
Smokey bear (Ad council)
My experience with our client, the Ad Council, is managing their globally-known PSA for wildfire prevention, in collaboration with the US Forest Service - better known as Smokey Bear. As the Account Manager for the Smokey Bear account, I help manage their social media presence across all social media channels, including Instagram (50k), Facebook (340k), and Twitter (48k).
I help manage content strategy and production and am the voice of Smokey Bear when communicating with fans across all channels. In 2019, the accounts received 70+ million impressions total. We managed several key moments and events throughout 2019, including Smokey’s 75th Birthday (August 9) and the Macy’s Thanksgiving Day Parade, as well as engaging in key social moments throughout the year.
STRATEGY | SOCIAL MEDIA MANAGEMENT
As one of the most well-known figures in Advertising history, Smokey Bear’s presence on social media was a big hit when he joined the social media scene back in 2007 with his Facebook profile. Now, Smokey Bear continues to engage with audiences young and old, and I have the privilege of maintaining the sacred voice of a nation’s hero.
My work with the campaign is different than most companies I’ve worked with, as there is no service or product being sold.
Because of you
As acting Account Manager for the Ad Council’s anti-bullying campaign, known as Because of You, we aim to communicate with a demographic of 13-17 year olds. The social media accounts are speaking to thousands of teenagers across the country. The campaign’s agency of record produces video content while we distribute and communicate the brand message via social media channels - Instagram (25k), Facebook (25k), Twitter (10k).
The campaign itself has grown through organic engagement, with the occasional paid/donated media campaign boosting impressions and engagement. In 2019, the campaign’s channels collectively received over
STRATEGY | SOCIAL MEDIA MANAGEMENT
The campaign has evolved over the years into its current iteration, focused less on anti-bullying and more of a community effort mindset (i.e. we not me). This campaign continues to evolve and even occasionally dives into trending topics, allowing for fans and students to get involved.
The campaign is unique in that there is never any product being sold, simply a message being disseminated to a niche target demographic.
california coalition against sexual assault
BRANDING | STRATEGY | SOCIAL MEDIA MANAGEMENT
The campaign is focused on what simple yet ‘bold’ moves the general public can take to help prevent sexual assault.
We worked with California Coalition Against Sexual Assault (CALCASA) to launched "Bold Moves," a public service campaign to promote small changes that become Bold Moves to help prevent and end sexual assault.
In addition to branding, strategy, website design, our team is launching and managing their social media platforms. We have also worked with a few outlets and tools such as Upworthy and Action Button to launch a deeper dive into a more meaningful advertising experience.