What I Did
I managed social media strategy and execution for @Joe Biden on Instagram, encompassing strategy, content ideation and creation, copywriting, partnership development, analytics, project management and more.
By the Numbers
— More than quadrupled the audience (from 2.9M to 13M followers) and garnered 1.3B+ impressions and 103M+ engagements
— Responsible for creating 10 of the top 15 posts of all time on Joe Biden’s account
— Launched the first-ever campaign account with Google’s GIF platform Tenor/GIF keyboard to allow peer-to-peer sharing and social platform distribution of GIFs of Joe Biden, Kamala Harris and key surrogates — garnering 11M views
GOALS
1) Grow and expand our audience on Instagram
2) Create visually engaging content to build a unique social strategy and aesthetic that is different from typical campaigns
3) Provide voters with critical information and combat disinformation
4) Ensure the account showcases the diversity of this country and our movement and elevates diverse voices
5) Always lead with empathy and understanding for people's experiences to connect with them on important, personal topics such as mental health
6) Make policy accessible for voters and lower the barrier to entry into understanding VP Biden's plans
7) Persuade and mobilize key demographics and expand our reach to diverse audiences
8) Create content that will allow different communities and individuals to feel seen and heard by our campaign and welcomed into our movement
Cheat Sheets
I researched both candidates' plans on key topics and created digestible, shareable graphics to make policy accessible.
Artist Videos
Art-directed a series of videos about Joe Biden’s Build Back Better plans and the importance of voting that featured narration by Elizabeth Warren, Stacey Abrams and Julian Castro and visuals from BIPOC artist influencers
Restoring American Workers
narrated by Julian Castro with art by @millennialloteria
Build Back Better
narrated by Elizabeth Warren with art from @bydivya
Voting Season
narrated by Stacey Abrams with art by @lizatlarge
Fact Checking
I created a series of graphics to combat the misinformation spread by the President and ensure that voters know the truth
Calming the American People
I created graphics to help calm the American people as we waited for the election results.
Activating and Amplifying Voter Creativity
Highlighting Important Topics
Virtual Shareable Graphics
Since campaigning looks different during the pandemic and people can't access events and swag the same way, I created a series of virtual swag that people could use to proudly share their support online.
Important Reminders
