Social Media
2025 Champion’s Code Campaign
Objective
Develop a social media campaign promoting Natalie Hummel’s digital masterclass on nervous system integration for equestrians, featuring the proven experience of 4x Olympian, Boyd Martin. The campaign was designed to drive attendance to the live virtual reveal and convert participants into enrolled program members.
Role
Led end-to-end social media strategy, including content planning, copywriting, creative design (static & video), and community engagement.
Strategy
Expand reach and credibility through Instagram Collab posts with Boyd Martin, and convert interest via educational content & phased CTAs (reveal + enrollment), balancing authority and clarity to drive webinar attendance and paid enrollment.
Outcome
Drove over 140 link clicks to register for the live virtual reveal, contributing to a total of 520+ attendees, while reaching above benchmark impressions and engagements on promotional content.
2023 HBO Max’s The Climb x prAna Campaign
Objective
Execute an influencer-led social media campaign for prAna’s partnership with HBO Max’s The Climb, a reality climbing competition hosted by pro athletes Chris Sharma and Meagan Martin alongside Jason Momoa. The campaign elevated prAna’s role in awarding a sponsored ambassadorship and $100,000 prize to the world’s top amateur climber, strengthening brand authority within the climbing community.
Role
Led the social media and Influencer strategy, including developing strategy plans & influencer briefs, generating influencer contracts, and supporting Social Media Specialist with content plans, talent relationships, and content review.
Strategy
Expand climbing beyond core enthusiasts through a strategic mix of influencer partnerships, cast collaborations, and a branded “Chalk Talk” video series to drive anticipation, accessibility, and cross-channel engagement.
Outcome
Drove above benchmark social engagement and deepened brand authority by partnering with a total of 14 cast members and climbing influencers to create community-forward, educational content, including a long-form YouTube video with hosts, Chris and Meagan that earned +1k views.
