At Tumblr, I directly oversaw social media, content creation, CRM, and push efforts. My team generated over 3.5B social impressions and 75M engagements, growing Tumblr’s fan base by 4M fans (63% growth) since 2015. I’ve spearheaded various partnership activations at New York and San Diego Comic-Con. At SDCC 2017, my team partnered with Fox Entertainment, Freeform, SYFY, and Marvel Television to create unique content for the Tumblr platform.
San Diego Comic-Con 2017
Created 4 straight days of high quality, continuous content, completing GIFerviews with Marvel Entertainment, Fox Entertainment, Freeform, and IDW/Syfy. Our team worked with each brand to publish and promote the content on their Tumblr pages.
Her Universe offered us exclusive backstage access that no one else got at the show. In addition to the on-platform content, we covered the entire show on Instagram Stories and Snapchat with unique programming like booth tours, live-draws, and roundups of the con.
Highlights
- Her Universe Fashion Show - behind-the-scenes feature
- Short video of Tumblr's presence at SDCC
- Tumblr engagements +40% YoY
- Social impressions +76% YoY
- Social engagements +171% YoY
Answer Time
Brainstormed, pitched, and managed content campaigns for Answer Time events with a variety of high-level partners.
Highlights
- Launched the first-ever video Answer Time in partnership with Disney Studios with the cast of Black Panther. The cast came to Tumblr HQ and we recorded multiple short videos which were then uploaded to Tumblr. We invited a select number of fans to come for a Q&A with the cast after the Answer Time.
- Partnered with Buzzfeed for an Answer Time with the cast of Captain America: Civil War. We recorded short videos for Twitter, Facebook, and Snapchat. A video of Robert Downey, Jr brought in over 500k views across all platforms.
Movies
- Disney Studios Casts
- Captain America: Civil War
- Thor: Ragnarok
- Mark Ruffalo
- Harrison Ford
- Chris Pine
- Tom Hanks
- Seth Rogen
Television
- Gotham
- The Voice
- The Bold Type
- Misha Collins
- Gillian Anderson
- Krysten Ritter & David Tennant
Music
- Demi Lovato
- Britney Spears
- K-Pop stars
- Day6
- Seventeen
- Taemin
- KARD
- Dreamcatcher
Science & Politics
- NASA astronauts including Commander Scott Kelly, the first-ever Answer Time from space
- James Clapper, former Director of National Intelligence
- Senator Wendy Davis
We hosted an event at Tumblr HQ where participants from The Guardian and WNYC discussed the final presidential debate. We livetweeted, did short interviews, and discussed important quotes from the debate.
Partnered with Misha Collins and GISHWHES (The Greatest International Scavenger Hunt the World Has Ever Seen) for a massive campaign on Tumblr. Misha posted tasks every hour or two to be completed in a certain time frame. Participants had to complete them and post the results to Tumblr with certain tags. I posted short social videos of Misha promoting the competition on Twitter, Facebook, and Snapchat. In addition to receiving prizes, winners would select an item off of the Charity Donation List and GISHWHES made that donation to charity on the winner’s behalf.
Awareness Months
I managed month-long campaigns for Black History Month, Women's History Month, Mental Health Month, Pride Month, and more. We worked with social organizations like Planned Parenthood, NAMI, The Blackout, and a variety of others to bring important, relevant content to our users. Setting aggressive KPIs, we continued to optimize and streamline the campaigns year over year.