Campaigns
Working in social means staying curious, creative, and closely connected to culture. These campaigns highlight where my strategies came to life, along with my honest perspective on what made each one resonate.
Crocs x American Girl Doll
Crocs x American Girl was a collaboration rooted in nostalgia, humor, and cultural relevance. The social strategy tapped into a wide range of internet archetypes, from playful “creepy doll” moments to millennial mom-core to fully unhinged meme culture, allowing the campaign to feel self-aware while still driving excitement for the product.
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The challenge was finding the sweet spot between humor and hype while selling one of the most unexpected products yet: tiny doll shoes. By leaning into internet-native storytelling and platform-specific humor, the rollout felt organic, highly shareable, and deeply resonant with fans of both brands.
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The campaign generated over 1M impressions across platforms and sparked organic engagement from other brands joining the conversation—one of my favorite things to see as a SMM.
Crocs x Alex Cooper
Crocs x Alex Cooper came to life through fast, reactive storytelling during Alex’s Unwell Vegas weekend, proving that what happens in Vegas definitely doesn’t stay in Vegas when you work in social.
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The strategy centered on real-time, in-the-moment content that brought the audience directly into the experience, capturing everything from chaotic Vegas energy to the highly anticipated reveal of the Unwell x Crocs collab clog. By leaning into spontaneity and platform-native storytelling, the content felt immersive, authentic, and culturally plugged-in rather than overly produced.
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The campaign amassed 4.2M+ impressions across platforms, reinforcing the power of in-real-time social coverage as a winning strategy.
Crocs x Twilight
Crocs x Twilight was a collaboration fueled entirely by fandom and as a lifelong Twilight lover, I knew this audience showed up differently. Both brands have cult-like followings, which meant the social approach couldn’t feel like traditional marketing. The strategy was simple: meet fans where they already were and post like a fan, not a brand.
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Content leaned heavily into Twilight lore, tapping into the Edward vs. Jacob debate, anthropomorphizing the clogs as characters from the films, and creating highly shareable, inside-joke moments that felt native to the fandom. The rollout was further amplified through a key creative touchpoint with Ashley Greene (aka THE Alice) bringing instant credibility and nostalgia to the campaign.
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By prioritizing authenticity over polish, the launch quite literally broke the internet, generating 8M+ impressions with an average 11% engagement rate. The collection sold out within minutes, proving the power of fan-first storytelling and culturally fluent social strategy when launching a highly anticipated collaboration.
Mango
During my time at The European Institute of Design, I had the opportunity to collaborate with one of my favorite brands, Mango. I proposed a new initiative that emphasized sustainability and quality at the core of their product, while highlighting their Mediterranean roots.
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And just like that, Mango Cares About, was born.
02
JustFab
Influencer Marketing
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Built and maintained relationships with 300+ influencers and assisted in communication and negotiation with paid talents.
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Recruited 40+ influencers each month and onboarded them to the gifting platform.
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Conceptualized and managed 5 gifting campaigns per month which scaled the gifting program by 70%.
