Marketing strategy

WE THE CULTURE - META

We The Culture is a $25 million initiative created by Meta that centers and celebrates black creators, empowering them to build sustainable and successful networks across Meta’s apps (Facebook, Instagram, etc.).

During the summer of 2022, I was commissioned to work alongside a team of creatives to develop marketing campaigns for two musical artists–Joony and Jade Novah. The main product was a live acoustic video recording of a popular song from each artist.

I worked on both sides of the production, operating on set as the set designer and gaffer (chief lighting technician). During post-production I was responsible for color grading, directing the marketing campaign, and creating additional marketing collateral to support the release of each video.

Joony’s video “I’m in Love” currently sits at a staggering 75,000 views (half of which came within the first week) and is the third-highest viewed video on his YouTube channel. His online following grew by an impressive 13% across accounts with an 86% increase in engagements during the 30-day campaign period.

Jade Novah’s video “Lost in You” currently sits at 72,000 views (on Instagram) and led to a 43% increase in engagement. This video was used as collateral to promote her 2022 “Moon in Pisces” Tour and contributed to the first two shows being sold out.

wish you were here - hlmi

What do plutonium, the Manhattan Project and young STEM professionals have in common?--all three are necessary for understanding HLMI’s 222-S laboratory.

The Hanford Nuclear Reservation is a decommissioned nuclear production complex operated by the United States federal government based in Pasco, Washington. Here they made the plutonium for the world’s first atomic weapons–and a lot of it! Since the complex’s decommission the U.S. Department of Energy initiated a nuclear cleanup effort which has been managed by HLMI (Hanford Laboratory Management and Integration).

In the Spring of 2023, I was commissioned to manage a marketing campaign to promote the 222-S Laboratory. The primary goal was to create collateral that would be used to create interest at career fairs. The main deliverable was a documentary that details the efforts of the nuclear cleanup mission and invites viewers to come and experience the beauty that is the Tricity area. We accompanied the documentary with “Wish You Were Here” themed postcards that highlighted the beauty and history of the site. This campaign was a hit with prospective employees and led to a 57% increase in interest (measured by email sign-ups).