Seventeen
I advised Seventeen on marketing strategy for the brand’s most important digital initiatives, from announcing cover stars to launching the brand’s annual Voices of the Year awards.
Digital Promotion: 2020 Voices of the Year
Each year, Seventeen recognizes teens and young adults who are taking action and fighting for a better future in the magazine’s annual Voices of the Year awards. From artists to activists, 11 leaders under the age of 25 were honored in 2020. I led the digital promotion for VOTY in 2020, from creating the launch plan to copy-editing each social post—nearly 1M impressions were generated across social media on launch day as a result.
“How I Made It” Career Q&A Series on Instagram Live
The idea behind Seventeen’s “How I Made It” franchise was to host a series of mini-mentor sessions on Instagram Live. In each episode, Editor-in-Chief Kristin Koch interviewed an inspiring guest about their career story, from their big wins to mistakes they made along the way, while Seventeen’s audience tuned in live. I led all programming efforts for the launch of this digital series, including booking guests, developing interview scripts, series promotion and execution. Ep. 1 featured Michelle Morgan, the award-winning strategist behind Dove’s purpose-driven advertising campaigns. Ep. 2 starred Lauren Chan, an influencer, plus-size model, and size-inclusion advocate.
17 TikTok Collab: Euphoria Makeup Artist Doniella Davy
A big goal of mine while at Seventeen was to ramp up the brand’s presence on TikTok. One of my favorite TikTok-exclusives I organized featured Doniella Davy, the award-winning makeup artist behind the beauty looks on HBO’s hit show Euphoria. In her first TikTok ever (!) Doniella created an extremely cute DIY prom makeup tutorial for Seventeen’s account. Increasing the amount of fun, original content Seventeen posted to the platform paid off, leading to a 20% increase in average video views.
