BRIEF
My role: Social Media Director
Responsibilities: Strategy, social creative direction, post creation and scheduling, reporting
Execution: I created and executed the content calendar to kickoff the GoFundMe launch campaign, created social pages across all platforms and managed creative assets created by talented folks from The Noble Lab, Scott Van Osdol and Susan Rosenzweig. With the social strategy in my hands, I executed the social campaign to raise $20,000 for a cowboy in need.
Results: The successful launch of the GoFundMe, raising funds for a cause and extraordinary human, and complete supervision of social strategy and messaging.
CASE STUDY
Real Cowboys don't die - in fact, they're supposed to ride off into the sunset. It does, however, make things a little bit tougher when you're living with End Stage Renal Disease (ESRD). For a cowboy like Rode Lewis, the word "tough" doesn't even begin to describe the tenacity and dedication required in everything he does. That also includes proving that ESRD doesn’t always mean a death sentence.
Awareness on Facebook was the primary focus, and with a 7:00am launch on December 13, the first post was shared almost 200 times, and the $20,000 goal was surpassed by 5:18pm that same day. Within a week, Facebook reach hit over 38,000. In total, $52,100 was raised from this campaign alone, which allowed Rode and his family to build an at-home dialysis facility. Rode's story was also picked up by Workbook Magazine, Outside Magazine, and Border States, who donated additional funds and resources.
This campaign won a 2017 Silver Austin ADDY.