Digital & Social

Below you will see a handful of digital, omnichannel and social media campaigns I have managed, from launch strategy and creative execution to analytics and optimization.  Each with a completely different set of business goals and strategies to fit perfectly within a greater digital ecosystem and brand tactics.

Prolacta Bioscience

Established in 1999, Prolacta Bioscience has continued to be the world’s leading hospital provider of 100% human milk–based nutritional products. Available to hospitals since 2006, their fortifiers changed the standard of care for extremely premature infants worldwide and are the first nutritional fortifiers made from 100% donor milk instead of cow milk. With such a great product, Prolacta came to me to assist in best-in-class digital marketing in order to effectively reach their niche audiences of neonatologists and legislature decision makers, and prioritize regional targeting efforts to drive understanding, change and action to their global audiences. Leveraging hyper-targeted social media, global digital campaigns, and key opinion leader partnerships we are able to effectively communicate and activate the change makers leveraging Prolacta products.

A Beautiful Sight VABYSMO

Our mothers shape our vision for the world, so when their world is at risk due to vision loss, how we care for them means everything. That is why nearly 95% of retina specialists would use VABYSMO to care for their loved ones’ vision.  Inspired by true stories of doctors who treat their mothers with VABYSMO, “A Beautiful Sight” is an animated short film that elevates the importance of caring for each other’s vision.

Generation S (Sickle Cell Disease) Novartis

Launched in October 2018 at the SCDAA’s 46th Annual National Convention, Generation S, a national sickle cell disease (SCD) storytelling project aimed to help rewrite the SCD story for generations. Generation S encourages anyone touched by SCD to help inspire the sickle cell community and educate the nation by sharing their story, specifically on social media, to raise awareness of the disease and to come clear the stigma that has for long been associated with the disease. I was brought on to drive the social activation and launch strategy, formulating content strategy, cadence, channels, opportunities and media placement. In order to help the movement, we teamed up with Grammy®-nominated singer, film and Broadway star Jordin Sparks and the Sickle Cell Disease Association of America, Inc. (SCDAA) to launch Generation S in social media.

The Most Beautiful Sound American Society of Clinical Oncology

Nothing is more beautiful than the sound of cancer dying. Everyday in the US, 5,250 people hear the words “you have cancer.” Scientific studies have shown that the diagnosis itself can lead to clinical stress, and weaken the body’s immune response and ability to fight back against cancer. For the first time ever, we’ve captured a new sound in oncology —the sound of cancer cells dying. We partnered with Harvard Medical School to conduct an innovative and scientifically-validated study that isolated cancer cells at the precise moment of apoptosis and measured these cells’ vibrations to create a sound capable of helping millions of people fighting cancer. The Most Beautiful Sound is also an open-sourced sound therapy available for all hospitals, universities and caregivers. Experience it at: https://themostbeautifulsound.org/

My role was to lead the omnichannel and social experience for the campaign, elevating the launch at ASCO 2023, drive key opinion leader and global oncologist involvement, and develop an multichannel approach that allowed The Most Beautiful Sound to go viral from the moment it launched.

2022 NFL Draft Las Vegas

When one of the biggest stages came to the streets of the entertainment capital of the world, we knew it was game on. From influencer and athlete content activations, a community management and compliance war room, and live updates to a global fanbase, we took over the Las Vegas social channels to promote the 2022 NFL Draft. The social numbers speak for themselves, with the draft being the most engaged with in history across channel mentions, event sentiment and high-profile engagements.

VABYSMO Genentech

In the category of wet age-related macular degeneration (wAMD) treatment, Eylea once reigned supreme. VABYSMO entered as a challenger, initially focused on engaging doctors. But persuading entrenched physicians did not reap the rewards expected.  So, we shifted to a DTC campaign that went beyond treatment benefits, we showed patients what their world could look like with VABYSMO, and they loved the sight of hope versus resignation. VABYSMO catapulted to blockbuster status with $1.1 billion in revenue in the first half of 2023. Stealing share from Eylea, matching their 75% awareness, and triggering an unprecedented surge in patient requests. 

Know Migraine Mission Aimovig & Amgen

The challenge: How does a brand new migraine preventive drug separate itself from other “big pharma” brands entering the market? By positioning itself as a true ally to people living with migraine, and proving that it understands all of the challenges a person faces with the disease, not just the pain it causes.

The solution: So, we launched a fully-branded social-first campaign that communicates Aimovig and Amgen are on “A Mission Beyond Medicine.” The Know Migraine Mission campaign is designed to educate the world on the realities of living with a serious neurological disease, change the conversations in both personal and professional settings, and hopefully reduce the stigma that people with migraine face. The results increased positive sentiment within the migraine community and provided resources to educate those without migraine, showing that a brand like Aimovig is truly walking along side the migraine community and an ally to those suffering from chronic migraine.

Screen Your Lungs: If That Was You Then Genentech

It was the era of bell-bottoms, eight-track tapes, Jell-O molds and the hustle—and a time when it seemed like everyone, everywhere smoked. This ScreenYourLungs.org campaign promotes new medical guidelines recommending yearly low-dose CT scans for people between 50 and 80 who smoke, have quit within the last 15 years, or have been a heavy smoker in the past. The unbranded effort ran as a PSA on television, showed up on billboards and radio, and had a strong play in social media to communicate to smokers and those close to them. This campaign main CTA is housed on the website where people can take a quiz to see if they should get screened, as well as a tool to search for a testing center near them.

MS Voice Genentech

MS Voice launched as the first social-focused unbranded campaign at Genentech, using social platforms such as Facebook and YouTube as the hub of the digital campaign. As Genentech geared up for the launch of their new multiple sclerosis drug OCREVUS, the role of MS Voice was to introduce Genentech into the crowded MS space, create a robust RM list and engage with the MS community on a level that other unbranded campaigns had not done before – focusing on the voice of those who know the disease best, the ones living with MS. The social campaign grew 50,000 page likes in a year and a half, over 14 million unique Facebook engagements, hundreds of thousands of video views and thousands of email conversions.

CMNTY Clothing

The hat you put on as the sun fades over your coastal campsite. The sweatshirt you're wearing to check the waves at first light. The shirt you have, riddled with holes and stains, acting as a journal from past adventures. CMNTY Clothing creates apparel for the best times in life, the moments you will never forget and the people you experience them with. Knowing the importance of sharing experiences and highlighting life's moments, we created a large social media push to drive brand awareness and activate users through hashtag campaigns, user generated contests and targeted ads. In 2017, more than half of all website traffic came from social media channels, which resulted in the largest conversion rate from any other digital platform. 

PKU BioMarin

PKU is a rare brain disease that only effects 1 in 15,000 newborns every year in the United States. Requiring a strict treatment and diet regiment, many patients fall off treatment in their 'transition years'—when they leave the watch of their parents in their late teens. BioMarin turned to us to find way to locate, connect with and inform PKU patients on the importance of staying on therapy and long term effects of poor treatment. Using a social ecosystem of Facebook, Instagram, Twitter and YouTube, we were able to connect with our target audience through a variety of content, including Facebook live events which reached 65,000 viewers; highlighting doctor discussions, chef cooking shows and Q&A sessions for caregivers.

duraflame®

The challenge: attract a younger audience to Duraflame. A product they may have affinity and nostalgia for, but haven’t thought about in years. What better way to start a conversation about Duraflame, then to talk about Duraflame around a duraflame® fire. So we hired a guy named Mike and his dog Piggy (both their real names), to do that. Hang out and chat by a fire. Which people do.

We created a comprehensive media and social strategy to get over 40 videos in front of “bridging millennials.” These are the 20 and 30-somethings who would rather just watch Netflix or perhaps do some online shopping for home furnishings instead of going out to the bars.

To view additional campaign content, see here.

Buck Wild Snacks

Launched in 2016, Buck Wild Snacks, a product of Continental Mills, was a line of a snacks (popcorn, chips, etc.) with a heavy millennial focus. Jumping into the competitive consumer snack food market, I was lead social strategist tasked with introducing a snack brand to the millennial market. The social objectives consisted of sparking discovery, engaging and nurturing loyalty on social channels, supporting larger national awareness tactics, and driving community building. Knowing the target demographic is deeply involved and engaged with social media, I positioned social channels as the hub of all content and storytelling, in order to drive traffic to the website to convert followers into buyers. Beyond only the social channels, it was important to create a digital ecosystem between the website and our social media accounts, driving individuals from social media to the website to learn more about the products and from the website to follow us and engage on social media. In one year, Buck Wild’s engagement rates were more than double the industry average and after a trial distribution at Starbucks, we helped Buck Wild extend their reach into grocery stores across the country.