APPROACH

Lay the Foundation

To transform its feeds from being a repository for the ad sales team, I built a proper social strategy I crafted a persona—think the humor of Michael Kors mixed with Tim and Heidi’s love for exciting design—chose how to activate each platform, and implemented an ambitious posting cadence.

Turn Social Into a ‘Cast Member’

I often visited set to capture content. Suddenly, each and every post was an opportunity to take our audience ‘behind the seams.’ And when we began having more relevant conversations, Runway’s social presence was solidified.

Make It Work

As the only SMM on this program, I oversaw every aspect of social media. I developed content calendars, oversaw asset creations, and helped managed our paid media. I provided on-air talent with weekly content packages, live-tweeted each week, and generated reports to track growth. I organically grew Runway’s Instagram account by 500% and consistently ranked in the Top 10 for most-tweeted primetime TV programs.

Some true highlights? Getting an illustrator on The Simpsons to create key art for our Marge Madness makeover episode. Publishing a BuzzFeed listicle featuring Marvel’s most stylish superheroes. Oh! And writing a script for Tim Gunn so he could help promote our season-long UGC initiative.