CASE STUDY

All of Us Research Program

Project Objective

As Senior Social Media Director, I led a strategic shift in the All of Us Research Program’s social media presence to activate platform-specific audiences and increase engagement, interest, and program participation.

The updated approach moved away from a formal, corporate tone and toward a more current, trend-driven strategy. We refreshed the visual style and content approach to prioritize platform-native storytelling, blending educational information with more engaging and entertaining formats designed for social media audiences.

Content incorporated cultural trends, influencer collaborations, and creator partnerships to make complex research topics more accessible. The strategy also involved cross-functional collaboration with marketing and communications teams, embedding social media into the broader campaign strategy to extend reach and accelerate audience growth.

Results

  • 109.4% increase in engagement rate, driven largely by audience shares
  • 96.1% increase in shares, expanding organic reach and content visibility
  •  413.2% increase in Reel plays, reflecting strong performance of trend-driven short-form video
  • 77% increase in click-through rate, demonstrating stronger audience interest and action

CASE STUDY

Matthew Perry Foundation

Project Objective

As Senior Social Media Director, I led the development of the social media strategy for the Matthew Perry Foundation following its launch, with the goal of quickly building awareness and activating Matthew Perry’s global fan base around the foundation’s mission.

The strategy leveraged Perry’s cultural influence and relationships with fellow actors and public figures to expand reach and engage two key audiences: Matthew Perry fans and individuals personally affected by addiction.

Content highlighted recipients of the Grassroots Recovery Program, sharing the stories of organizations working on the front lines of addiction recovery to demonstrate the impact of the foundation’s work. The broader content strategy combined mission-driven storytelling, culturally relevant awareness moments, and messages drawn from Matthew Perry’s own words to deepen audience connection to the cause. Social media was integrated into the foundation’s broader marketing campaign to maximize awareness and reach.

Results

  • Nearly 200K followers organically grown within the first year of launch
  • 6.6M impressions generated across social platforms
  • 350K+ social engagements, reflecting strong audience participation and mission alignment