SOCIAL GOOD

AXE: is it ok for guys?

Goal: The #IsItOkForGuys social good campaign was born as a spin off from our main AXE Creator Program - a first-to-market, 8 month long activation featuring 30 influencers across a variety of interests & cultures: gaming, tech, comedy, sports, food, and LGBT - which I also oversaw. Aiming to shed their previous brand image, AXE's goal was to create a campaign based on inclusivity. 

Key Tools (Online & Offline): Social Media  (Paid & Owned, full production for Video & Photo content), Public Relations (Earned), Event

Campaign: Based on data found that men around the world were googling a series of "is it ok for guys to..." questions, the #IsItOkForGuys campaign focused on tackling the topic of toxic masculinity. To that end, I worked with the client to successfully onboard AXE's first transgender influencer, coordinating with him to create impactful, genuine content surrounding the cause and helping tell his unique story - exploring what was "manly" and "not manly." We published the content on both the influencer and brand pages, and amplified it using paid social for maximum exposure. To tie into AXE's public relations initiatives and bridge the online with the offline, an #IsItOkForGuys pop-up in NYC was coordinated, where key journalists were able to ask questions and interact with the influencer and various other panel members, including John Legend.

Results: Social media impressions, high engaging content with positive brand sentiment and compelling conversation surrounding the topic, as well as PR coverage and various organic, added value posts from participants.

SKYY vodka: freedom to marry

Goal: To amplify their support for the freedom to marry, SKYY Vodka's aim was to create compelling social conversation and awareness. 

Key Tools: Social Media (Paid, Owned, Earned), Brand Partnerships

Campaign: We partnered with SKYY Vodka and Freedom to Marry to create a co-branded, genuine campaign balancing both brands organically and focusing on the cause. We selected influencers with close personal ties to the community and worked alongside them to create compelling social content aimed at supporting the freedom to marry by toasting to marriage! The influencers urged their following to join them and post their own photos, creating high quality earned UGC and engagement.

Results: Impressions, engagements/brand conversation, user generated content

playtex sport: period talk

Goal: Playtex Sport's aim was to create awareness and conversation regarding their pads and tampons.

Key Tools (Online & Offline): Social Media (Paid, Owned), In Store Signage 

Campaign: In order to make an impact, we had to be cognizant of the online stigma against publicly discussing periods. We decided not to tiptoe around the issue but fully dive into it in order to not only create buzz for Playtex but open up a larger social conversation about periods. I worked with 30 key female influencers to create high quality authentic content surrounding their active lifestyles while integrating Playtex - using both Instagram and Snapchat to showcase what women share to the outside world (ie picture perfect Instagram) versus their real lives (the more intimate, Snapchat). This content was further amplified by paid social on the influencer's channels and the brand's owned channels, as well as implemented offline and in store. 

Results: Impressions, high engagements, positive brand sentiment regarding the product itself and compelling conversation & education in the comments surrounding periods and society's stigma.

• 16,000,000 Unique Impressions

• 5.5% Engagement Rate

• 42% @Sharability Score