Backstory: Food is a major part of holiday parties. With this food comes overeating and that holiday weight gain. Weight Watchers is known for promoting healthy and smart eating.
Campaign: To bring awareness and open the conversation about our over indulgences with food during the holidays, Weight Watchers launched their #SeasonsEatings campaign. Rather than shame people for overeating, Weight Watchers wanted to activate a variety of influencers to take popular holiday jingles and rewrite them to be about the holidays in food. Horizon Media (with me leading the charge) was in charge of finding and managing this influencer activation. Eight Instagram influencers and four YouTube vloggers created video and photo content.
The combined potential reach (followers and subscribers) for the influencers was 3M, the combined Instagram likes was 50.1K and the combined views was 81.3K.
Below is a couple examples of content that was created.
On the evening of the show, #FashionRocks was the 2nd highest trending phrase. The number 1 spot was held by the highly popular Sons of Anarchy which was airing the first episode of the final season. With this being the first year that Fashion Rocks was airing since 2008, the show did not have a dedicated and built in fanbase like SOA. So to beat it wasn’t feasible in my opinion. For the entire week, it was the 4th most tweeted show after 2015 Miss America Pagent, Presidential Address and SOA beating Teen Wolf, Love and Hip Hop, WWE Monday Night Raw, Bachelor in Paradise and Big Brother. The reason of this success is due to a combination of strong Twitter content – photos, videos and GIFs – in real time, talent support and social alignment with various large sponsors.
More details on the Nielsen Social ratings for the week of September 8, 2014 here.
Backstory: Maybelline and Garnier partnered with Three Lions Entertainment to be the official beauty sponsors of the Fashion Rocks television special that aired live from Brooklyn’s Barclays Center September 9, 2014 on CBS during New York Fashion Week.
Campaign: To promote the collaboration, the theme of Maybelline and Garnier’s fall beauty campaign was called “Rock the Look” and included Fashion Rocks branding. This was promoted through in-store displays as well as digital and social marketing.
To increase the buzz and encourage tune-in, fans were encouraged to vote on their favorite beauty look and share their pick through social media using the hashtag #RockTheLook. The winning look was revealed live during the Fashion Rocks broadcast.
I had the privilege of traveling to Belgium to cover the world renown music festival Tomorrowland on behalf of MTV. I interviewed world famous DJs and created social media content for MTV, MTV News and MTV Clubland. Below are the articles I wrote for the festival.
Along with other expert members of the MTV News team, I discussed the top two moments of the Golden Globes that trended on social media.
Watch it here: http://on.mtv.com/TVYr47
My interview with Parisian rock, grunge, new wave duo Jamaica for WRG? Magazine in 2011.