At the start of 2014, I was tasked with leading an overhaul of Pepsi trademark's social media strategy to shift the brand to a "masterbrand" perspective, with the goal of increasing relevance and resonance with pop culture- and sports-fanatic millennial consumers.
Given the brand's major TV event sponsorships and its constant output of digital content, my goal was to make their content more inherently social and shareable. It was a road that led me from the Grammys to the Super Bowl and the Oscars to NASCAR and a surprise-and-delight social campaign called #RealBigSummer in which fans were personally gifted by Blake Shelton, Jeff Gordon and Prince Royce.
Highlights include leading a partnership with Giphy for the Grammys. See: GIF of Mike Ditka on a wrecking ball.
And leading the social strategy for the Super Bowl XLVIII Halftime show featuring Bruno Mars.
Ongoing Social Media Art Direction, Strategy and Social Copywriting
Oversaw all creative and wrote copy for the brand's social media posts on Instagram, Twitter and Facebook.