Power of Communities on TikTok Blog
I developed and articulated the strategy for a blog post highlighting how State Farm leverages TikTok to engage with communities all while keeping their brand identity consistent. The content emphasizes how TikTok not only serves audiences with the content they love but also helps discover new interests, brands, and products. By listening and participating in TikTok communities, brands, like State Farm, can identify unique, organic opportunities to contribute to ongoing conversations.
TikTok: Auto Dealer Playbook
Welcome to the world's most entertaining showroom! With over 40% of TikTok users planning to buy or lease a car in the next six months, TikTok is revolutionizing how auto products and services are discovered and purchased.
I spearheaded the creation of the #autotok project, which included developing research, reaching out to dealers, and designing materials for marketing strategies. In addition to crafting the presentation and collaborating with cross-functional teams for approvals, I organized and facilitated webinars to engage dealers directly. I also built out the landing webpage and blog to track downloads and webinar sign ups, providing a comprehensive playbook of TikTok-first marketing strategies and campaign examples for auto dealers.
Ford: Maverick
In launching the 2022 Ford Maverick, I played a key role in shaping the strategy to introduce this compact, versatile pickup as ‘the truck for people who never knew they wanted a truck.’ Recognizing the importance of aligning the brand with an authentic, relatable figure, I advocated for Gabrielle Union as the face of the campaign. Her dynamic presence and wide appeal embodied the Maverick’s spirit of creativity, versatility, and unexpected utility, connecting with consumers looking for something fresh in the truck category. This approach helped position the Maverick as an ideal choice for a new, diverse generation of drivers.
Heinz: Super Bowl “Find The Goodness”
For Heinz’s Find the Goodness campaign, I played a key role in driving the creative and brand strategy that launched with a Super Bowl spot. By pulling insights and shaping the campaign's narrative, we celebrated how Heinz adds goodness to everyday moments, both big and small. This strategic direction connected deeply with audiences, reinforcing Heinz's position as a beloved brand that enhances life's simple pleasures.
HBO X NAMI
Working with the National Alliance on Mental Illness and HBO, I contributed to an introspective PSA that challenges the traditional labeling of kids as ‘nice’ or ‘naughty’ during the Christmas season. This campaign aimed to provoke thought about the impact of these reductive labels on children's mental health. By creatively framing Santa Claus's reflections, we encouraged a more nuanced understanding of behavior, promoting the importance of empathy and mental wellness during the holiday season.
TikTok What’s Next Report
For the 2024 Trend Report, I analyzed TikTok trends to understand their impact on my verticals. My insights informed the narrative on how creative bravery can drive engagement, reshape storytelling, and build trust between brands and their audiences.
Ford: Built For America
As the Brand Strategist for Ford at Wieden+Kennedy, I developed the strategic foundation for the Built for America campaign, focusing on Ford’s heritage and its role in American life. My work emphasized Ford’s commitment to American values, positioning the brand as the leading assembler of vehicles in the U.S. and the largest employer of U.S. hourly autoworkers. Through insights and storytelling, I helped craft Built Together, one of the campaign’s central spots, which celebrates diversity and Ford’s legacy of building American-made vehicles for hardworking people. This strategic direction underscored Ford’s mission and strengthened its connection to its customer base.
Heinz For Diners
Inspired by Heinz's longstanding connection to diners across the country, I contributed to the development of an initiative aimed at supporting 500 struggling diners impacted by the COVID-19 outbreak. This campaign involved sending $2,000 checks to help these local establishments navigate challenging times. By leveraging Heinz's brand heritage and commitment to community, we aimed to reinforce the brand's role as a staple in diners while providing meaningful support to those who serve it.
HBO: It’s Ok
As a creative strategist at Wieden+Kennedy, I discovered key insights that shaped HBO's initiative to normalize conversations about mental health. I led the point of view for the campaign, which launched on Mental Health Awareness Day and included a public service announcement featuring beloved characters. This effort aimed to raise awareness about mental illness and was supported by educational materials and mental health disclaimers before select programming. My leadership in crafting a compelling narrative helped HBO encourage open dialogue and foster understanding around mental health issues.
HBO: Women’s Equality Day
As a creative strategist at Wieden+Kennedy, I was instrumental in HBO's campaign for Women's Equality Day, which examined the persistent inequalities portrayed through their characters. By reinterpreting iconic cartoons from nearly a century ago, we crafted a narrative that juxtaposed historical gender roles with modern realities. My role involved leading the strategic vision to ensure the campaign powerfully conveyed the ongoing struggle for equality, prompting viewers to reflect on the progress made and the work still needed to achieve true gender parity.