Fields of Financial Empowerment
FICO & Chelsea FC | Brand Awareness | Sponsorship
Objective:
The Fields of Financial Empowerment campaign was a strategic initiative by FICO, in partnership with Chelsea F.C., during their summer tour. This campaign was centered around building brand awareness for FICO's Score A Better Future Program, a key element of FICO’s commitment to financial education.
My role involved creating targeted social media content and advertisements aimed at increasing visibility and understanding of the events associated with this tour. These marketing assets were designed to clearly articulate the objectives of the Score A Better Future program, enhance FICO's brand recognition, and drive traffic to registration pages for these complimentary events.
Central to this campaign was FICO’s dedication to financial inclusion, with a focus on educating marginalized communities and young adults about the significance of their FICO Score, positioning the Score A Better Future program as a leader in this critical field.
RESULTS
- ~1.6M in organic reach
- 2100 paid & organic link clicks on Facebook in one month
- 390% increase in followers
Credit Education
FICO | Brand Awareness | Education | Content Creation
Objective:
The financial empowerment initiatives at FICO, particularly those focused on consumer education about FICO Scores, are driven by a commitment to providing clear and accessible information.
The core of these initiatives involves creating engaging content that sheds light on the different types of FICO scores. This content is designed not only to educate consumers about their credit scores but also to guide them towards utilizing myFICO, FICO's free credit accessing portal.
myFICO serves as a vital resource, offering users access to their credit scores and a wealth of information aimed at improving their credit health. These efforts by FICO play a crucial role in enhancing financial literacy, empowering consumers to make better-informed financial decisions, and improving their overall financial well-being.
RESULTS
- 122% increase in engagement
- 10% YoY growth in followers
- An increase in efficiency through syndication and a more diverse mix of content
Our EnERGy
Phillips 66 | ERG | Thought Leadership & Branding | Employee Engagement
Objective: To increase awareness around the Phillips 66 Employee Resource Groups (ERGs) through thought leadership in order to show how inclusion and diversity are embedded into the company’s culture.
Campaign activations ran across corporate social media channels, internal digital platforms, and the website. The call-to-action directed to the newly designed Our People webpage.
The “Our EnERGy” name was chosen as a play on words. Phillips 66 provides energy and improves lives, but the ERGs are the energy of the company and who make the work possible. Our Energy is who embodies the company and creates an inclusive and diverse culture.
All interviews were conducted by me. I provided the creative direction for the overall look and feel of the videos so that they matched the colors of each group. Emphasizing the importance of better user experience, we used various specs/ratios that would meet performance goals.
View full playlist here.
RESULTS
- 30K follower growth across social accounts with LinkedIn being the most engaged channel
- 7.3% engagement rate
- 400 link clicks with an increased page view time
- Over 300,000 impressions in total
Phillips 66 Powers
Phillips 66 | Products Made Possible With Petroleum | Education
︎ Viddy Award Winning Campaign
Ever wondered what household items were made of? Through curated scenarios, these videos allowed for Phillips 66 to engage audiences with a personable message.
Objective: To show all the products that are made possible through petroleum and develop more of that narrative through the post copy.
View full playlist here.
RESULTS
Ever wondered what household items were made of? Through curated scenarios, these videos allowed for Phillips 66 to engage audiences with a personable message.
Objective: To show all the products that are made possible through petroleum and develop more of that narrative through the post copy.
View full playlist here.
RESULTS
- ~ 2% - 3.5% engagement rates
- No CTA, high engagements resulted through comments and reshares
- Between 30,000 - 50,000 average impressions
In the Field
Phillips 66 | HR & Recruitment | Brand Awareness | Employee Engagement
︎ Sizzle Reel - Viddy Award Winner
Objective: To build brand awareness around different Phillips 66 business operations and shine light on hard to fill positions in key market areas.
The campaign was broken up by matching a video of persons interviewed to a video of where their job was located. In addition to sharing organically to social media, there was a paid push to share these videos to selected target areas for job listing visibility.
Worked in close collaboration with HR & Recruitment, selected participants were invited to interview and be photographed for this campaign. These posts incorporated pulled quotes from the interviews with selected video and imagery along with a small copy description that would create interest around the role or location. The CTA directed to either the careers page or specific locations page.
View full playlist here.
RESULTS
Objective: To build brand awareness around different Phillips 66 business operations and shine light on hard to fill positions in key market areas.
The campaign was broken up by matching a video of persons interviewed to a video of where their job was located. In addition to sharing organically to social media, there was a paid push to share these videos to selected target areas for job listing visibility.
Worked in close collaboration with HR & Recruitment, selected participants were invited to interview and be photographed for this campaign. These posts incorporated pulled quotes from the interviews with selected video and imagery along with a small copy description that would create interest around the role or location. The CTA directed to either the careers page or specific locations page.
View full playlist here.
RESULTS
- 2,500,000 impressions
- ~ 1 million video views
- 3,000 link clicks
Energy Research & Innovation
Phillips 66 | ER&I Business Operation | Brand Awareness
︎ Viddy Award Winner
Objective: To inform and build awareness around the Phillips 66 Research Center in Barttlesville, Oklahoma.
Researched extensively and worked in close collaboration with the Creative team and subject matter experts to accurately portray what Energy Research & Innovation is at Phillips 66.
Objective: To inform and build awareness around the Phillips 66 Research Center in Barttlesville, Oklahoma.
Researched extensively and worked in close collaboration with the Creative team and subject matter experts to accurately portray what Energy Research & Innovation is at Phillips 66.
Arriba Las Mujeres
Jolt Initiative | Lead Generation | Social Media & Digital Event
About Arriba Las Mujeres: A personal development and leadership program that brings to light how specific issues directly impact the Latina community in Texas, including good jobs, healthcare for everyone, education for all, respect for immigrant families and protecting voting rights. The program includes practical career skills such as networking tips, resume building, how to tell your story and more.
Objective: To promote ALM through paid and organic social media in order to register 100 women for the program and build brand awareness around Jolt’s efforts to engage the Latina community.
Working with a Latina artist in residence, Ana Ruiz, I made sure that branding and imagery worked to represent what ALM is. Each post provided details of the event, deadlines, benefits, and a CTA to our registration form. In addition, we reached out to ALM alumna who could provide thought leadership on the event in hopes of activating continued interest.
Value-add was created for prospective registrants through the use of media tool kits which included branded tweets, gifs, and graphic art that they could learn from and share on their own feeds (this worked as just fun, informative content for them, and brand awareness for Jolt to reach broader audiences organically).
Finally, we worked with other nonprofits across the state who had interest in reaching this targeted demographic to share on their feeds in a co-branded way (tagging us about the program in exchange for sharing tools on how to engage with young Texas Latinas).
Working with a Latina artist in residence, Ana Ruiz, I made sure that branding and imagery worked to represent what ALM is. Each post provided details of the event, deadlines, benefits, and a CTA to our registration form. In addition, we reached out to ALM alumna who could provide thought leadership on the event in hopes of activating continued interest.
Value-add was created for prospective registrants through the use of media tool kits which included branded tweets, gifs, and graphic art that they could learn from and share on their own feeds (this worked as just fun, informative content for them, and brand awareness for Jolt to reach broader audiences organically).
Finally, we worked with other nonprofits across the state who had interest in reaching this targeted demographic to share on their feeds in a co-branded way (tagging us about the program in exchange for sharing tools on how to engage with young Texas Latinas).
RESULTS
- 300 Registrants
- ~5% Engagement rate
Jolt Action Tiktok
Jolt Action | Strategy, Content Creation & Launch
Jolt Action believes in the power to vote and the
voices of young Latinos around the state of Texas. As Digital Media Manager, I created
a strategy for our channel that would engage and
educate a targeted Gen Z audience through Tiktok. Curated content revolved around lobbying at the state capitol, and the importance of voting all leading into
the 87th Texas Legislature.
Call to action directed to the Voter Resources landing page.
RESULTS
Call to action directed to the Voter Resources landing page.
RESULTS
- Avg. engagement rate ~7% - 15%
- Avg. 550 video views per video
- 6% year-on-year growth
#iPinkiCan
Stage Stores Inc. & Breast Cancer Research Foundation | Influencer Campaign
As Digital Brand Coordinator, I managed 20 social media
channels under the Stage umbrella of brands. October is
Breast Cancer Awareness Month, and Stage Stores
celebrated stories of strength and resilience through the #iPinkiCan influencer marketing campaign I developed.
Call to action was to the Breast Cancer Research Foundation (BCRF) landing page, where social audiences would see branded BCRF and Stage Stores merchandise. From there, 50% of procedes would be donated to the BCRF.
RESULTS
Call to action was to the Breast Cancer Research Foundation (BCRF) landing page, where social audiences would see branded BCRF and Stage Stores merchandise. From there, 50% of procedes would be donated to the BCRF.
RESULTS
- Managed relationships with 10 influencers for the campaign
- Shared across social, this campaign result in a 10,000 follower growth and ~10% engagement rate
- 25% page view increase on our landing page
- Contributed to the success of reaching a $100,000 donation goal