Gen-Z for Change
Social Media Growth Strategist
2020-2021
Project Description:
The organization’s founder set out to use the power of social media to increase civic engagement among Gen-Zers. In its beginning stages, the Gen-Z for Change social media presence was very small. I was recruited to increase the organization’s Instagram and TikTok following.
The goal?
to create viral digital content (TikTok videos and Instagram posts) persuading young people to vote in the 2020 elections.
Achievements
📢
Achievements 📢
Grew the brand’s TikTok following from 2,000 to 1.5 million in 1 year
Grew the brand’s Instagram account from 0-60,000 in 6 months
Recruited and managed a group of 12 influencers to create viral content
Scripted and edited viral TikToks, 11 of which garnered over 1 million views
Strategy and Creative Process:
1) Leveraging Influencer Marketing
I recruited prominent TikTok influencers to record content that would spread the organization’s message of civic engagement. I collaborated with these creators to write, script, and edit videos for the Gen-Z for Change TikTok account.
***I specialized in creating content that matched the unique style and brand of each Influencer, maximizing brand recognition amongst their own personal audience.
Gen-Z for Change Influencer Team:
Influencer Collaboration: Case Study
Noah Miller, a TikTok comedy creator with 4.4M followers, is renowned for his trendy 90s fashion. Capitalizing on the "indie kid" trend, we conveyed the message that voting is "in". The video showcased Noah's distinctive style, accumulating 594.4k likes and 11.9k shares on his personal account, while earning 134.1k likes on the Gen-Z for change account.
Samantha Golden, with 11M+ TikTok likes, specializes in vintage fashion content. Leveraging her unique style, we crafted a "Vintage style, but not vintage values" skit (featured). Seamlessly integrating voter registration, the video garnered 84.4k likes and 2.5k shares while preserving her brand integrity.
2) Optimizing Content for High Shares
I designed and posted eye-catching art that would receive high story shares on Instagram. The “Vote to Protect” campaign (pictured) is a series of simple, trendy graphics laying out reasons why young people should participate in elections.
This campaign includes the highest shared posts across the Gen-Z for Change Instagram, receiving upwards of 41k shares each and bringing in followers for the Gen-Z for Change Instagram.
Video Editing
Influencer Marketing
Influencer recruitment
TikTok SEO
Adobe Creative Suite
Social Media Campaign Management
Instagram Strategy
TikTok Copywriting