Life In A Day: Social Strategy

Client: YouTube Premium
Platforms: Instagram, Twitter, YouTube
Overall Services: Platform Strategy, Content Creation, Copywriting, Editorial Calendar/Platform Management, Talent Collab, Creative Optimization/Analytics

I managed a team of social strategists and producers to develop YouTube Premium’s documentary Life In A Day 2020 campaign launch. With a goal to help inspire and instill hope for its global audience, we helped create a safe and inclusive online space where fans could feel seen and heard during an unsettling and difficult time.

Through intentional and universally comprehendible language and creative, I led our team in building a successful end-to-end campaign that garnered an average of over 40k video views, 15k engagements, and a follower growth of over 14k worldwide.

On premiere day, my team monitored the live chat box and developed engaging prompts for fans all over the world with interact with. Notably, creating the client’s “most positive” launch to date.

+Bonus

Ahead of the premiere, we helped build anticipation through various talent activations surrounding a special Life In A Day sponsorship for the Super Bowl. We partnered with musical artists Black Pumas and Lucius, who collaborated on the song “Strangers” to create a talent-first IG Story takeover and develop scripts for the official behind the scenes video and social ads.