A Dog’s Journey: Content & Community Management

Client: Universal Pictures
Platforms: Instagram, Twitter, Facebook, Giphy
Overall Services: Platform Strategy, Community Management, Editorial Calendar/Platform Management, Creative Optimization/Analytics, Talent Social Scripts, Partnership Collabs, GIFs

I was brought on the Universal Pictures’ marketing team to single-handedly manage the A Dog’s Journey social presence. From developing a family-friendly tone of voice to executing content from pre-premiere to launch to finally DVD release, I helped create a purposeful space for dog and the series’ lovers to unite and share their excitement for the film.

I developed in-character scripts for actor, Josh Gad, to recite for a special social-first activation ahead of premiere.

I helped conceptualize custom Giphy stickers with our design team, including this viral one that garnered 16.8 MILLION views.

I led the content development for promoting the stickers on IGS in an easy to follow guide that I wrote and developed with designers.