Case Studies

From Zero to Hero: @TwitterVideo
In October 2015, Twitter launched native video, enabling users to post videos in tweets. The challenge? Twitter needed a solid social strategy for how to educate users about this new functionality, establish Twitter as the best platform to post real-time videos, and to become a community player in the existing world of internet video creators.

In response, I led the team that created a strategy and implemented (from scratch) the launch of the resulting handle dedicated to this objective — @TwitterVideo (now @XCreators). As the voice of @TwitterVideo for three and a half years, 365 days a year, I created an overarching content strategy, community managed the handle daily and grew a passionate, genuine, engaged community of followers.

In the first year managing @TwitterVideo, the community grew from 25K followers to over 645K followers while hitting all-time highs for daily content engagement and establishing the handle as the best platform to post real-time videos.

By January 2019, leveraging a strategic acquisition strategy, my team grew the @TwitterVideo community to over 16.6M followers.

The top video creators of our time—Tyler Oakley, Dan and Phil, Lilly Singh, Markiplier, Joey Graceffa and many more — followed the handle and regularly engaged with its content.

Modernizing a 131-Year-Old Brand

The Alumni Association of the University of Michigan has one of the largest alumni communities in the world — more than 680,000 worldwide. The challenge: how do you evolve a historic institution's voice, grow digital engagement, and drive meaningful alumni participation without losing what makes it distinctive?

As Senior Communications Director, I led a full modernization of the organization's communications and content strategy — from its flagship publication, Michigan Alum, to social media to influencer activations.

Transforming the publication Michigan Alum magazine has been in print for 131 years. I directed a comprehensive digital and visual redesign of the online edition, rethinking UX and editorial strategy in order to reach a new generation of alumni while honoring the publication's legacy.

• 162% increase in total engagement time

• 492% increase in first-day engagement year-over-year

• 160% increase in overall on-site engagement

• First-ever themed print issue and National Championship commemorative edition, generating surplus revenue and record demand

Growing social engagement I focused the social media strategy on high-impact storytelling, cultural relevance, and influencer partnerships to deepen alumni connection and drive event participation.

• Social engagement grew from 4.3M to 5M+ (+16% YoY)

• Launched official GIPHY account, generating 66.5M+ views

• Increased Voices of Victors podcast listenership by 500%

Reaching younger alumni by tapping into video I created and directed Maize or Blue?, a social video series featuring celebrity alumni including Tom Brady, Desmond Howard, Eli Rallo, and the Sklar Brothers. The campaign integrated print, digital, social, and live experiences.

• 2.8M impressions and 160K+ engagements across 70 posts

• Influencer campaign with Eli Rallo drove significant earned media and a sold-out event

• Expanded national brand visibility during a historic National Championship year

The outcome: A legacy institution transformed into a digitally competitive brand, all without losing its identity. The work demonstrated that historic organizations can evolve boldly when strategy leads the way.