Lead the social strategy for HelloBeautiful digital cover launches, drive traffic to cover story on HelloBeautiful.com, increase brand awareness and audience engagement.

• Collaborating with video and production team to obtain all video and social assets prior to launch
• Writing engaging social copy that aligns with each cover story
• Utilizing the Instagram collaboration feature to engage the talent's following , and drive them to the cover story and other editorial features on #HelloBeautiful.com

In previous launches, cover talent would repost HelloBeautiful covers on their social platforms, garnering most of the engagement on their individual social channels.

As the social strategy lead, I implemented the Instagram collaboration feature to increase traffic and engagement from the cover talent's audience.

Marsai Martin Digital Cover

• The Instagram collaboration with Marsai Martin resulted in over 1 million impressions, 140K+ engagements and 1M + impressions
• Across Instagram, Facebook, and Twitter, the Marsai Martin cover garnered 1, 549, 948 impressions, 156, 336 engagements, and 1660 social post clicks, making this launch the highest-performing HelloBeautiful digital cover of 2022

• HelloBeautiful’s digital cover, featuring Tia Mowry, resulted in over 460,000 impressions
• Across Instagram, Facebook, and Twitter, the Tia Mowry cover garnered 580,535 impressions, 28, 872 engagements, and 413 post clicks,

To raise awareness and celebrate the Melanin Beauty Awards by announcing winners, amplifying editorial content, and engaging the community in honoring beauty brands that cater to and empower communities of color. The campaign sought to position the Melanin Beauty Awards as a trusted source for inclusive beauty recommendations.

• Content Planning & Execution: Developed a social content calendar focused on unveiling each award winner, tagging the brands, and highlighting their significance to diverse beauty needs. Content included winner announcements, category highlights, and engagement-focused posts.
• Editorial Hub Amplification: Collaborated with the editorial team to share and amplify related content, including in-depth articles and features on the award-winning brands, thereby driving traffic to the hub and extending the reach of the Awards.
• Community Engagement through Tagging: Tagged winning brands in each post to increase visibility, encourage reposts, and foster organic engagement from both the brands and their followers.
• Celebratory Visuals: Collaborated with Creative teams to craft a visually cohesive aesthetic for the posts that aligned with the Awards’ brand identity, emphasizing celebration and empowerment.
  

• Community Engagement (Qualitative Impact):
• While specific engagement metrics are not available, the campaign gained strong traction through shares, positive comments, and reposts by tagged brands. This community engagement demonstrated a deep connection to the Awards’ mission.
• Amplifying editorial content extended reach and drove traffic to the hub, reinforcing the Melanin Beauty Awards as a key authority in inclusive beauty.
• Brand and Community Connections: By tagging each winner and celebrating their contributions, the campaign fostered authentic engagement from brands and followers alike, building credibility and trust with the audience.

During New York Fashion Week, I collaborated with beauty influencer Leilani Green, who has over 2 million Instagram followers and 498K YouTube subscribers. I shot and edited a "Get Ready With Me" video featuring Leilani as she prepared for the Sergio Hudson runway show, capturing the essence of the event and her beauty routine.

• Leverage Leilani's influence to expand reach and introduce new audiences to the content.
• Showcase the behind-the-scenes excitement of NYFW through high-quality, original video content.
• Drive engagement and increase visibility during Fashion Week.
  

• Filmed and edited the video to create a polished, engaging piece that captured the excitement of the moment.
• Utilized the Instagram collaboration feature to share the video on both Leilani's and our platform.
• Released the content strategically during peak NYFW buzz to maximize its impact.

• The video received over 234,000 views, reaching more than 201,999 people.
• More than 99% of the accounts reached were new, significantly growing our audience.
• This collaboration generated buzz around the event and solidified our presence in the fashion and beauty space.

Glam Games launched as a fresh series blending beauty and sports, celebrating women athletes and the durability of beauty products under active conditions. This pilot episode was designed to highlight beauty’s role within the sports community, making it an ideal platform for brands invested in active lifestyles.

• Create engaging , social-first, video that aligns with women’s sports
• Attract Brand Partnerships: Showcase products that align with athletic, empowered lifestyles.
• Emphasize Beauty in Sports: Spotlight beauty’s place in the sports world, specifically among women athletes.
• Show Product Durability: Test beauty products in high-energy settings

For the pilot, we collaborated with the social co-lead to script the series and partnered with the video producer to bring it to life. In this first episode, we played a game of HORSE, paying homage to WNBA players who play in makeup. This unique format engaged viewers with fun, practical beauty reviews in an athletic setting, establishing Glam Games as a promising series for brand partnerships.

To highlight Harlem’s Fashion Row’s 16th Annual Fashion Show and Style Awards, celebrating Black designers and their contributions to fashion through behind-the-scenes content, runway coverage, and designer storytelling.

• Backstage Content Creation: 
  • Captured the designers’ creative processes, including final touches, team collaboration, and pre-show energy.
  • Conducted exclusive interviews with designers, including Nicole Benefield, to explore their inspirations and the importance of representation in the fashion industry.

• Live Show Coverage:

  • Filmed runway presentations, ensuring each designer’s collection was showcased in its best light.

    • Highlighted key moments from the show, including the Style Awards presentations and audience reactions, to capture the event's full experience.

• End-to-End Video Production:
  • Shot, produced, and edited all content independently.
  • Created dynamic, visually compelling videos blending backstage action, live show footage, and designer interviews to tell a cohesive story.

• Delivered high-quality multimedia content that celebrated Black creativity and amplified Harlem’s Fashion Row’s mission.
• Provided a complete narrative of the event, from backstage preparation to the runway and beyond.

Key Deliverables:

• Backstage video content
• Designer interviews
• Live runway show coverage
• Comprehensive post-production editing

For the pilot, we collaborated with the social co-lead to script the series and partnered with the video producer to bring it to life. In this first episode, we played a game of HORSE, paying homage to WNBA players who play in makeup. This unique format engaged viewers with fun, practical beauty reviews in an athletic setting, establishing Glam Games as a promising series for brand partnerships.

To successfully implement and lead a strategy involving a creative concept I originated. The goal was to introduce questionnaire videos alongside digital cover releases. This aimed to enhance audience interaction, drive engagement, and cultivate a more engaged follower base for HelloBeautiful. The concept allowed the audience to establish a deeper connection with the digital cover star.

• Conceptualization: The idea of incorporating questionnaire videos originated from my creative thinking and understanding of the publication's goals. The concept was refined to ensure that questions were engaging, relevant, and reflective of the cover star's personality, social media trends, abd..
• Content Creation: Working closely with the social team to craft the questionnaire for each cover star. The questions were tailored to elicit genuine and relatable responses. The cover stars were given the freedom to answer in their own voice, adding a layer of authenticity to the content.
• Behind-the-Scenes Integration: The questionnaire video was seamlessly integrated into the digital publication's existing behind-the-scenes content. This not only provided context to the cover shoot but also presented the opportunity for viewers to connect with the cover star on a more personal level.

To successfully implement and lead a strategy involving a creative concept I originated. The goal was to introduce questionnaire videos alongside digital cover releases. This aimed to enhance audience interaction, drive engagement, and cultivate a more engaged follower base for HelloBeautiful. The concept allowed the audience to establish a deeper connection with the digital cover star.