case studies

Below are just a few case studies across organizations I’ve worked with in the past ten years. From digital promotion to website design to influencer outreach, all these projects are rooted in community and justice.

ACLU of Alabama’s Organizational Development
Communications Director

Challenge

As a growing affiliate, I was tasked to build a communications team and process that could handle incoming equests, strategic campaigns, and beautiful assets - all in-house.

Over two years, I crafted a media training process, accessible request form, project templates, and hired two extremely talented communications professionals. Most importantly, I led Vision 2030: our affiliate’s first-ever 5-year strategic plan.

Results

Our team has handled over 30 high-level campaigns and garnered 1.2 million organic views on Instagram reels in two years (compared to minimal engagement prior to being hired).

We have garnered coverage from The Guardian, Washington Post, NBC News, and Democracy Now! for our statewide and SCOTUS-level cases.

 

Monument Lab’s Re:Generation
Communications Lead

Challenge

Monument Lab was to fund 10 grassroots groups with $100,000 in unrestrcited funding towards their projects related to the living history of their community. They needed a campaign to bring in applicants, tell their stories, and follow their progress.

My role involved naming the initiative and helping craft why the narrative on why Monument Lab was asking for applicants / doing this campaign.

Results

We garnered national coverage from the New York Times, NPR, and Bloomberg including local news coverage for each of these groups spread across the country. The success of this first-round brought Mellon Foundation to continue supporting Monument Lab in this endeavor.

 

Equal Justice Initiative Website
Project Lead | Digital Marketing Manager

Challenge

Develop an entirely new website that reflects the organization’s growth and showcase Bryan Stevenson’s book and upcoming film, Just Mercy cross our digital channels.

I led web strategy, shop creation, report content, social calendar, and revised mission statement for the organization alongside MADEO Creative Studio.

Results

We earned the 2020 Webby Award for Best Nonprofit Website.

We grew organic social presence from 78,000 to 483k followers on Instagram and 250,000 to 402,000 on Facebook in less than two years.

 

Just Mercy Website
Project Lead | Digital Marketing Manager

Challenge

For the release of the film, Just Mercy (based on Bryan Stevenson’s bestselling book) we needed a way to connect the movie to the book and shine a light on the real people in this film.

Working alongside MADEO Creative Studio, weI crafted language and imagery that helped the public people learn more about EJI’s work.

Results

We had over 200,000 organic visits in the first three months of the films release with direct social sharing from Warner Brothers, Michael B. Jordan, Brie Larson, and Jamie Foxx.

 

Black History with Google Arts and Culture
Project Lead | Brand Marketing Manager

Challenge

Google Arts and Culture uploaded thousands of never before seen art pieces by Black artists and their team needed a way to highlight these pieces to the public.

I crafted a multi-video campaign with three influencers (Nas, Yara Shahidi, and Angela Rye). Each of them used artifacts, art, and music to speak about who inspires them in history and how it made them who they are today.

Results

Over 300,000 organic views for this campaign and 50,000+ organic visits to the Google Arts and Culture website.

 

Google #ShowUp For Pride
Digital Marketing Lead | Brand Marketing Manager

Challenge

Google wanted to promote Google Maps and its features for moments that mattered across the country.

I built a campaign called: #ShowUp. By entering a zip code, you could find the nearest marches and LGBTQ+ nonprofits to support on Google Maps. #ShowUp included 38 short films by Google on leaders, activists, and marches across the country alongside a social campaign asking people why they #showup for Pride. We designed a digital media strategy along with influencers to expand the reach of this campaign across the US.

Results

The project earned a 2018 Webby Award for Best Corporate Social Responsibility Campaign and saw 140 unpaid posts by influencers totaling 150 million followers.

We also created 15 city-level and 1 nationwide filters on Snapchat, allowing people to similarly express their engagement, driving over 1 million use of the creative, and 25 millions total views.

 

Google’s Community Space
Project Lead | Brand Marketing Manager

Challenge

Google’s San Francisco Office had a floor that was being transformed into the first-ever nonprofit working space. The area needed branding, graphics, website, and assets that made the space inviting for nonprofits

I led the strategy and communications for the opening of Google’s first-ever community space for nonprofit. This included an evening for the public to see the space with Zendaya as a special guest due to her connection with Oakland.

Results

510 nonprofits registered to utilize the space, free-of-charge, in the first year of operation. The original objective was to have 150 local nonprofits register.

 

EJI’s Report on Racial Injustice
Digital + Partnerships Lead | Brand Marketing Manager

Challenge

The Equal Justice Initiative needed support to digitize its important report surrounding America’s history of racial injustice.

Along with digitization, I worked in Google’s Brand Studio to craft a digital promotion plan, planned television appearances, and organized lesson plans that brought this report to the forefront.

Results

The project earned a 2017 Webby Award for Best Social Cause Campaign. The campaign and website resulted in 47 million video views, an appearance on Trevor Noah, feature at Global Citizen Festival, and a summer exhibit at the Brooklyn Museum with 31,000 visitors. 

Campaigned to have Google launch it’s first-ever homepage Doodle on a social protest linking to EJI’s report - this doodle recognized the 100th anniversary of the Silent Parade.