James Charles: Instant Influencer: Social Strategy

Client: YouTube Originals
Platforms: Instagram, Twitter, YouTube Community
Overall Services: Channel Launch & Content Strategy, Creative Concepting & Optimization, Copywriting & Editorial Calendar Management, Talent Integration

I helped lead our Social Strategy & Creative teams in delivering an impactful campaign for the premiere reality competition series from James Charles: Instant Influencer. My role focused on building a platform launch that integrated A-List talent (weekly judges) and contestant participation throughout the series. I worked closely with creative to narrow down the most enticing clips from the show to use as promotional content across Instagram (for both the show handle and primary YouTube page) and YouTube’s 75M follower-Twitter handle.

I spearheaded all copywriting efforts, handling week-to-week post copy (show + talent) and flagging opportunities for community engagement. Using social listening, our team identified the most talked about moments during each episode to optimize as shareable content pieces/memes.

As part of our weekly and interactive content strategy, we created a “Rate the Look” IG Stories featuring all the final makeup looks from that episode for fans to show their love for their favorite contestants. We made sure to keep the tone always positive.