Role
Social Media Director
Sister Love x Super Bowl LVI
To capitalize on Mary J. Blige's momentous opportunity to perform during the Super Bowl LVI halftime show, I engaged a content and gifting strategy for Sister Love.
Fortuitously, Sister Love had recently launched its "Ram-Ram's" style, aligning perfectly with the Rams playing in the Super Bowl. I conceived the idea to gift the Ram-Ram's to the WAGS (wives and girlfriends) of the Rams players so they could show them off ahead of the game (driving sales to team fans), and they could wear them to the game itself, allowing for more content opportunities.
I captured content of Mary performing at the Halftime show in her custom Sister Love hoops, resulting in the highest-performing reel in the brand's history.
Sister Love x Power Book II: Ghost
Worked alongside MJB's management and STARZ team to cross-promote weekly episodes with clips and stills of Mary's character in her Sister Love looks.
This social rollout strategy drove promotions for both tune-in and sales, highlighting two of Mary's projects at once.
Sister Love x Social Media
Led social strategy, content creation, calendar scheduling and posting. Served as community manager to engage with the audience, reply to questions and route cases to customer service as needed.
Kept my finger on the pulse to capture real time celebrity placements in music videos, TV shows, street style photos, OOTDs, and editorial spreads to bank for content.
Doubled the following on Instagram, secured official verification via relationships with Instagram representatives, and overhauled the aesthetic of the page to align with its unique brand identiy and differentiate it from its sister brand, @SimoneISmith.
