Content Strategist. Creator. Writer. Nerd.
When I started working on Evolve, there were six months left before launch and there was very little content created for social. Material needed to be cranked out and the voice for the channel had to...well...Evolve.
I was asked to become the defacto social lead for Evolve in those last six months of the campaign. In that time, we had to rapidly gear up from a relatively silent social channel with no buzz and a very serious tone. We had an audience that wasn’t engaging with us in any meaningful ways - and the brand account wasn't reaching out.
We needed a change of tone, we needed to loosen things up - and it needed to happen fast. So I worked with the marketing team and created a more distinctive, fun tone for the social channels that still stuck to the core points of the brand.
We latched onto cultural events that made sense (calling out Jurassic World or congratulating Bungie on the launch of Destiny).
We found more fun ways to engage directly with fans and partner companies (#GoliathTakeover, have fun w/ #4v1).
We churned out countless infographics to explain break down a complex game in many fun ways.
At the end of the day, we had quickly formed a highly engaged audience and I had effectively doubled the brand's organic Twitter following.