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My Social Media Work.

I'll introduce my social media work the same way I like to introduce myself: remember the viral "penguins walk through the empty aquarium" campaign? I managed that. Yes, I loved it! No, I didn't get to hang out with the penguins all the time. (But I tried...) 

Shedd Aquarium: Viral and award-winning social media campaign

Edward and Annie
Edward and Annie

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A penguin meets a beluga
A penguin meets a beluga

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The OG Wellington video
The OG Wellington video

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Edward and Annie
Edward and Annie

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At Shedd Aquarium, I managed the "Where's Wellington/penguin field trips" campaign, which was featured on CNN, The Daily Show, and reached all seven continents.

 

A few highlights: 

  • Managed a viral social campaign that grew Shedd's following by 185% on Instagram, 150% on Twitter, and 32% on Facebook (Coined the name "Where's Wellington?")

  • Achieved viral status more than six times in a little over one year.

  • Launched our TikTok and amassed 1.2 million likes and 100,000 followers, the majority of which was gained in just six months.

  • While at Shedd, we won the Gold Muse Award from the Media & Technology Professional Network of the American Alliance of Museums (AAM) thanks to the penguin field trips campaign.

Adler Planetarium: Channel growth and strategy building

Adler Planetarium
Adler Planetarium

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One of Adler's most successful Tweets of all time as of 2019 when it was posted
One of Adler's most successful Tweets of all time as of 2019 when it was posted

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Image featured in a Twitter moment and one of Adler's most successful Tweets when posted in 2019
Image featured in a Twitter moment and one of Adler's most successful Tweets when posted in 2019

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Adler Planetarium
Adler Planetarium

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As Adler's content specialist (aka social media manager), I gave their channels a glow up, enhanced their posting strategy and achieved rapid growth on their channels, specifically on Instagram.

A few highlights from my first five months at Adler:

  • A 24.2% follower increase on Instagram (nearly 6,000 followers gained in five months).

  • Achieved their two most popular tweets of all time.* (*Pre-pandemic)

  • Increased Twitter engagements by 462.5% compared to the previous months.

  • Increased Instagram engagements by 29.9% compared to the previous months.

  • Revamped their social bios to reflect and flaunt that they are America's FIRST planetarium (which they previously weren't highlighting).

  • Identified that late-night posts worked well for their millennial audience.

  • Kept and created content calendars to track Facebook, Instagram, Twitter, and Linkedin content.

Threadless: Social media copy assistance

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Describe your image

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I assisted the Threadless social media manager with social copy when he was stumped, and I wrote the copy for the 3rd most successful Threadless Instagram post of 2017 and 2018 (the cats & guts post).

BONUS: Contributed ideas + occasional collaboration with Sprout Social*

*Not on their social team, but lucky enough to occasionally collaborate!

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I may not be on Sprout's social team, but thanks to content x social collaborations and the social team's openness to creative ideas, I've been able to dip my toe into a few social posts!

  • This Reel was created to promote an article I created listing inspirational brands on social. I worked with a member of the social team to jump on a trending sound and collaborate on a Reel that has over 8,000 views

  • This "Internet wrapped" Tweet was wildly successful, and a MASSIVE cross-team collaboration that came out of an idea I pitched to use Sprout's social listening tools to create "the Internet's music fest." The result was one of our most successful Tweets of the year. 

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