Standout Social Media Posts
Storytelling about Goal Zero's work in Navajo Nation.
Each year, Goal Zero donates product and volunteers to install it in the homes of people in Navajo Nation without electricity. I worked with and interviewed our brand ambassador Mylo Fowler (@navajomylo), as well as members of Navajo Nation, to tell their stories. I filmed, edited, and promoted this video from concept to fulfillment.
Promoting Goal Zero's biggest sale of the year.
All Yetis are on sale! (Not that Yeti.) This was the only time in 2024 that Goal Zero would have every single product on sale at the same time, so we decided to drive that home by filling the scene with more and more products that would be on sale. The humor and format resonated with the audience, becoming the highest engaged promotional post all year.
Goal Zero's most successful LinkedIn post ever.
As soon as I started at Goal Zero, I set out to revamp every social platform and begin posting more organic, engaging content. LinkedIn saw immediate success with sharing more behind-the-scenes looks at the business and reviews in prestigious publications. This post in particular was the brand's most successful ever on LinkedIn, with a 32.5% engagement rate (and an increase in total engagements of over 6,000% month-to-month).
A behind-the-scenes look at self-care at Saprea for Mental Health Month.
The idea for this reel came to me when I walked into a dark meeting room at the office and found someone meditating inside. It was a fun peek into employee life at the organization and encouraged the self-care practices our services teach. Ultimately, the concept resonated with our audience, resulting in an engagement rate of 5.4% compared to the nonprofit industry average of 2.47% (according to Hootsuite's 2023 report).
Educational content on the Saprea TikTok.
A big part of my job at Saprea was to provide our audience with useful content on how to reduce the risk of child sexual abuse. This meant taking the long-form content on our website and blog and turning it into short, easy to understand videos that could help parents and caregivers approach day-to-day life with their children.
An on-brand spin on a trending TikTok sound.
TikTok was a new frontier for Saprea because the issue of child sexual abuse is a serious one, and we would need to adjust our voice for the platform. To date, the social media team has often been able to strike the balance between treating the issue with the gravity it deserves while also providing educational and entertaining content.
The YouTube rebrand and optimization project of 2022.
One of the biggest projects I worked on throughout 2022 was rebranding the Saprea YouTube and optimizing the channel and videos for search. My efforts resulted in a 27% increase in audience size over the course of 12 months, with Saprea gaining 1,400 followers compared to the industry average of 1,000 over the same time period.
This issue awareness video was a successful collaboration between marketing and creative.
The video was originally created as a TV advertisement, but I worked with the video team to create a version for social media because I had a feeling it would do well. It was one of our first videos completed in true vertical format with captions. It was (and is) one of the most successful social media assets ever posted at Saprea, most notably with 551 Instagram shares that helped us reach new audiences with our message.
Two video series sourced and created during the COVID-19 pandemic.
When things shut down in 2020, we, like most marketing and social media professionals, had to pivot. We needed timely and topical video content but the in-house video team wasn't able to go out and film. Instead, I created two series virtually: one from UGC sent in by survivors about how they were coping through the pandemic, and one sourced from one of our nonprofit partners.
