Campaign: Sidekicks Conversations with Mike Sievert

3-Season exec interview series | YouTube, LinkedIn, Instagram, Facebook, X, YouTube Shorts

Context
Created and led a multi-season executive content franchise designed to elevate T-Mobile’s CEO as a credible, relevant voice across business, technology, and innovation. The series positioned the CEO in conversation with high-profile leaders across industries, reinforcing brand authority while expanding reach beyond traditional telecom audiences.

Objective
Build a scalable, repeatable content platform that strengthened executive visibility and deepened audience engagement – while directly supporting T-Mobile’s business priorities by featuring strategic partners and collaborators. Conversations were designed to highlight real-world value, partnerships, and innovation tied to the brand.

Execution

• Built and led three seasons of the series from concept through execution, establishing it as a repeatable executive content platform

• Identified, secured, and managed high-profile guests, including Jensen Huang, Marc Benioff, Patrick Mahomes, Common, and leaders from Netflix, DoorDash, OpenAI, NAACP, and Alaska Airlines

• Navigated complex scheduling across executive stakeholders to secure and produce interviews

• Wrote interview frameworks, including questions, narrative flow, and executive talk tracks

• Edited and shaped 30–40 minute conversations into 10–15 minute episodes optimized for retention

• Developed a short-form amplification strategy, producing multiple social cuts per episode for distribution across Instagram Reels, LinkedIn, X, Facebook, and YouTube Shorts, supported by paid media

• Partnered with events and production teams to execute on-location shoots and maintain a consistent, high-quality visual identity

• Activated internal audiences by coordinating with employee engagement partners for live employee tapings, social events, and extended content distribution across internal platforms

• Led publishing strategy, including YouTube SEO optimization, metadata, and timing aligned to broader company and partner moments

• Expanded distribution through placement in the T-Life app (50M+ users) and a LinkedIn newsletter featuring CEO-authored behind-the-scenes insights

Impact

• 23 episodes produced across three seasons

• Avg. 12K views per episode on YouTube

• Avg. 8M views per episode across social clips

• 42.27% average video view rate across social content

• 1.06% average engagement rate on Instagram

• Drove inbound interest from peer executives and industry leaders seeking to participate in the series

• Strengthened visibility of key partnerships and positioned Mike Sievert at the center of cross-industry conversations

Campaign: Planet of Plenty

3-month rollout | Facebook, X & Instagram

Context
Launched a multi-platform campaign to introduce a new sustainability video series, designed to translate long-form storytelling into engaging, conversion-driven social content.

Objective
Drive awareness of the company’s sustainability commitments while converting interest into measurable actions – specifically website traffic and newsletter signups.

Strategy
Built a social-first rollout that reimagined long-form video as a multi-platform content ecosystem. Focused on meeting audiences where they are – breaking down 7–8 minute episodes into platform-native formats that prioritized accessibility, retention, and interaction.

Developed a cohesive visual and editorial approach to ensure consistency across channels while tailoring execution to each platform’s strengths. Paired organic storytelling with targeted paid amplification to extend reach and drive qualified traffic.

Execution

• Led end-to-end social launch strategy for the series across Facebook, X, and Instagram

• Transformed long-form video into digestible formats, including Instagram Stories and narrative-driven X threads

• Integrated interactive elements, including in-video polling on Facebook Watch, to increase engagement and retention

• Directed targeted paid social campaigns to drive traffic to a dedicated campaign site and support newsletter acquisition

Impact

• 82K+ views on series premiere

• 2.5K+ link clicks across organic social

• 40K+ website visits driven by paid social

• 22% retention rate on long-form Facebook video, outperforming typical benchmarks for content of similar length

Campaign: 27 Days of Sandra

1 month merch launch | X & Instagram

Context
Led a social-driven merchandise launch celebrating the 35th anniversary of Sandra Clark – one of television’s most iconic Black female characters – with the opportunity to reintroduce her fashion legacy to a new generation.

Objective
Position the character as a lasting cultural and style influence while driving demand for a newly launched merchandise line and converting social engagement into e-commerce sales.

Execution

• Built and executed a 27-day content series across Twitter (X) and Instagram, creating a consistent daily touchpoint with audiences

• Analyzed historical purchase data to inform merchandise design direction and align with proven consumer preferences

• Repurposed archival footage and rare imagery to connect the character’s original cultural impact with the new product line

• Launched and optimized Instagram Shop with product tagging and direct purchase pathways

• Curated fan engagement and campaign highlights into shareable Twitter Moments to extend organic reach

• Developed and managed a full campaign content calendar, aligning storytelling with product drops

Impact

• 9.2M organic impressions and 3M+ media views

• 140 orders in a single day during peak campaign activity

• Sparked renewed cultural relevance, with influencer and celebrity engagement driving modern reinterpretations of the character’s style

Campaign: ONE: The Alltech Ideas Conference

annual 8 month registration period | facebook, X, linkedin, instagram & Snapchat

Context
Led social and digital strategy for a global ag-tech conference, with a mandate to increase attendance and modernize how the brand engaged and converted audiences over an extended registration cycle.

Objective
Drive awareness at scale while building a sustainable pipeline of qualified leads and increasing event registrations – all while improving efficiency year over year.

Strategy
Designed a fully integrated, multi-channel campaign that connected social media, paid amplification, and email automation into a unified demand generation funnel.

Segmented audiences by industry, interest, and behavior to deliver more relevant messaging throughout the 8-month lifecycle – shifting from broad awareness to targeted conversion. Balanced always-on content with key campaign moments to maintain momentum and drive urgency as registration deadlines approached.

Execution

• Led end-to-end social strategy across five platforms, aligning messaging to distinct audience segments and platform behaviors

• Built and activated audience segmentation models to refine targeting and improve lead quality

• Developed and implemented automated email workflows to nurture leads from initial engagement through registration

• Launched integrated lead generation campaigns across social and digital channels to capture and convert interest

• Managed campaign pacing and optimization across an extended timeline, ensuring consistent performance and efficient spend

Campaign: By The Way

2 month pre-order period | Instagram, facebook & X

Strategy
Repositioned social channels to support a product launch – creating a distinct visual and editorial identity that separated book content from everyday posts.

Focused on attracting a new audience segment aligned with publishing and media, while maintaining relevance with the existing base. Paired organic storytelling with highly targeted paid campaigns to maximize impact within a limited budget.

Execution

• Established a cohesive social visual system inspired by the book’s cover, ensuring immediate recognition and consistency across platforms

• Developed and executed targeted paid campaigns on Facebook and Instagram, optimizing for purchase intent within a constrained budget

• Identified and engaged media outlets and book distributors to extend reach beyond owned channels and secure coverage opportunities

• Partnered with the publisher to align social strategy with broader marketing efforts, ensuring a unified launch approach

Impact

• 150 book pre-sales during campaign window

• 20K+ meaningful social interactions, reflecting strong audience engagement with new content direction

• Earned media coverage in The Advocate and EDGE Media Network

• Generated momentum leading to book signings and a partnership with Atlanta Pride