Select Highlights & Case Studies

Good Burger 2

Streaming Premiere

ROLE

Senior Editor & YouTube Strategist @ Paramount+

GOAL

Drive viewership for and social awareness of the long-awaited sequel to 90s cult classic, streaming only on P+

RESULTS

Good Burger 2 is the #1 Original Movie ever on Paramount+

In 1 week post-premiere window, posts earned 138.5M views and 8.5M engagements
Earned Bronze Clio Award for Social Media Campaign
Selected as Shorty Award Finalist for Best Behind The Scenes Video

STRATEGY & TACTICS

Target millennial parents with nostalgic content to reignite franchise affinity and make them want to share the new installment with their fam
Capture general audiences with content that highlights the laughs, gags, and cameo appearances that make it the perfect pick for family movie night
Harness the star power of the amazing cast by putting them front and center in social content

🍔 Good Burger 2 Social Campaign Recap 👆

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Criminal Minds

Season 17 Campaign

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ROLE

Social Strategy Lead @ Paramount+

GOALS

Educate new audiences about the show and invite new viewers into the fanbase
Activate and galvanize the existing CM fanbase
Launch a new Tiktok channel and amass 100,000 followers in 6 months

RESULTS

+516% views (115.2M) vs. Season 16
+48% engagements (13.5M) vs. Season 16
+253% over our 6 month Tiktok follower goal
273 pieces of content
Tiktok reps at a content symposium highlighted the Criminal Minds account for having a “best in class” organic and paid strategy and content mix that performed +642% over the platform’s entertainment engagement benchmarks
Fans loved the accounts so much they started making social posts about our social posts

STRATEGY & TACTICS

Capture content with talent to create a rich slate of reactive, trending, and BTS content
Speak to the fans as a fan, fostering community and brand affinity by letting them know that we are just as slightly unhinged and chronically online as they are
Highlight show themes and plots, while also injecting the show into broader pop cultural convos and moments
Launch TikTok account starting with interactive voting campaign on IG, where fans suggest options for their fandom name, then funnel followers over to the new TikTok account for a video of the talent revealing the winner

iCarly

Season 3 Campaign

✨ iCarly Season 3 Social Campaign Recap 👆

Clio Award-Winning Video

Television | Branded Content | Diversity in Storytelling

ROLE

Senior Editor and YouTube strategist @ Paramount+

GOALS

Enlist legacy fans of the original show who had not yet committed to the new series
Activate existing fans of the series to spread the word of the final season

RESULTS

+194% engagements vs. Season 2

+114% views vs. Season 2
Won a Clio Award for iCarly Talks Black Hair, a concept I developed and for which I crafted the interview questions
Streaming: +150% goal for hours streamed on service goal, +392% goal for streaming starts

STRATEGY & TACTICS

Capitalize on the resolution of a will-they-won’t-they moment 15 years in the making

Highlight the show’s beloved cast
Create content that speaks to existing fans through nostalgia
Invite in viewers by showing the show’s legacy of laughs and hijinx

Tales of The Teenage Mutant Ninja Turtles

Series Binge Drop

ROLE

Social Strategy Lead @ Paramount+

GOALS

Convert existing TMNT fans into viewers of the new series
Invite new fans into the world of the Turtles
Position Tales as a co-viewing experience for nostalgic and new-to-the-franchise parents alike

RESULTS

21.1M organic views
1.3M engagements
201 Pieces of Content
Streaming: +247% of hours streamed on service goal, 162% of its active sub households streaming goal

STRATEGY & TACTICS

Tap into existing franchise nostalgia
Celebrate TMNT’s role in pop culture
Highlight voice talent
Highlight the humor and heart that appeal to new generations of fans, adults and children alike

Paramount+ YouTube

Strategy Overhaul

ROLE

Senior Editor and YouTube Strategist

GOAL

Optimize YouTube strategy, workflow, and publishing pipeline

RESULTS

+246% organic views YOY
+224% minutes watched YOY
+685K new followers YOY

STRATEGY & TACTICS

Dramatically increase clip posting cadence
Optimize video description info with custom SEO, metadata and links
Maximize content offerings by repurposing TikToks and IG Reels as YT Shorts
Templatize thumbnails following platform best practices
Tap into all engagement opportunities on the platform, including polls, galleries, gifs, and quizzes

The Big Bang Theory

Series Finale

ROLE

Senior Social Media Producer @ CBS

GOALS

Eventise the series finale of the iconic show, making it a must-watch TV moment
Make it the most social show of the fall finale season
Celebrate the legacy of the show and thank its fans for their viewership

RESULTS

In the 7-day window up to and including premiere alone, the social campaign garnered:

224M impressions
12M engagements
17M video views
239 total social posts
#1 DAR (Digital Audience Rating) for the night across all networks

STRATEGY & TACTICS

Flood social with content, hyping up the finale and driving tune in
Tap into the show’s rich catalogue, making compilations, tributes, and original content that showcase its place in pop culture