When applying to a position with the Federal NDP, I developed a sample multichannel social media strategy to better engage with progressive voters in Québec, along with a storyboard for a suggested series of video content.

The main goals of the campaign were to: engage with progressive voters in the province; create awareness of the party’s policies and platform; create awareness of and familiarity with the party leader; develop messaging that communicates an inclusive, diverse party; and create content that can be repurposed across the country/in English. The target audience was primarily progressive and questioning Québecois voters 18-30, and secondarily progressive Québecois voters that are early adopters of new social media technologies/heavy social media users. Though I did not end up in the position, the strategy and content hit the key points the party wanted.

Read the strategy here.

With Dziobak Larp Studios, producers of ‘blockbuster’ larp experiences, we needed a plan to promote our new “Why Go To College of Wizardry?” video on Facebook and Instagram. Our goals were views and awareness, so taking advantage of both earned and owned media was key in pursuit of both.

The bulk of our paid promotion was done via Facebook, creating Lookalike Audiences to capture views from users who enjoyed similar content, but may have not yet like our page. Geographically, this was primarily focused on North America and Europe, but limited targeting in India and China brought significant engagement.

After reaching out to and being contacted by a number of video content pages and sites I thought would be interested in the video, I worked with our video producers to provide these sites with files to meet their specifications. Through pages like Unilad, Lad Bible, Hero, and 60 Second Docs, the College of Wizardry viral video captured 13 million views from December 2017-January 2018. We also used the 60 Second Docs video for limited but successful promotion on Instagram.

With CBC Sports, I have worked as a shift Social Media Lead for three Olympic Games: Sochi 2014, Rio 2016, and PyeongChang 2018. I also worked in the same position for the PanAm Games Toronto 2015.

It was my job to manage a team of social media producers in live-updating and reporting on Olympic events and news, respond to viewer comments, execute sponsored campaigns, monitor and report on social media performance, and create and write social media and pop culture content. In this most recent Olympics, I also monitored remote Facebook Live broadcasts from South Korea in-suite in Toronto, making them live and moderating questions and comments.

I was able to create content that captured a number of national and international social moments and for PyeongChang, created K-pop content that delivered an approximate 2500% increase in retweets over an average @CBCOlympics tweet.

With Communications, Marketing, Brand & Research at the Canadian Broadcasting Corporation, I worked as a team with a designer and the digital producers of CBC shows and properties to create ‘Valentines for Canada’.

Initially, we looked at way to develop a personalized send-a-Valentine web application that would feature CBC stars, but both development and approval time were prohibitive. I created copy for a number of CBC-styled Valentines and ‘Canadiana’ Valentines and a designer created images in the style of children’s Valentines to go along with it. After approvals, scheduled posts were set across the Valentines Day weekend, with a strategically selected number of Valentines boosted with ad dollars. The images were shared on Facebook, Twitter, Instagram, and tumblr.

Our goals were to celebrate the holiday with shareable content that the CBC community would relate to and enjoy, increase our followers across platforms, and increase positive engagement. The campaign performed above expectations in every area, with one tumblr user commenting “This is the first ad on tumblr I liked.” The campaign was a 2016 Shorty Award Bronze Finalist in Online Community.