Social
BEHR Paint 2022 - 2024
Always On Social + Community Building
AMBITION Make BEHR the 'Most-Loved DIY Coach on the Internet' by growing BEHR Paint followers, viewership + engagement across TikTok + Instagram.
EXECUTION Behr Paint has, over the years, positioned itself as a DIY coach, motivating consumers to overcome doubt and take on projects. But DIYers often run into one major problem, choosing a color. When it came to our social content strategy, we knew we had to find ways to uncomplicate color and provide actionable advice and inspiration to make choosing the perfect color not only easy, but fun. BEHR's social content strategy was color-first, fueled by eye-catching, vibrant paint colors through unexpected creative executions that stopped people in their scrolls. Colors and executions were driven by design trends, rising cultural and social themes as well as seasonal palettes to keep the content feeling fresh and relevant. We also prioritized community-building efforts through community management, influencer marketing, and thoughtful collabs with unexpected creators.
RESULTS BEHR saw significant growth. From June 2022 to July 2024 BEHR’s TikTok saw a +689.47% increase in followers and held the highest viewership and engagement across the competitive set. BEHR’s Instagram saw a +89.7& increase in follower and held the fastest growth and engagement rates among the competitive set.
BEHR Paint 2022-2024
To DIY For: Social’s first-ever #DIY competition
AMBITION Make BEHR the 'Most-Loved DIY Coach on the Internet' by engaging Millennials and Gen Z DIYers where they were most active on social – TikTok.
CHALLENGE Grow our audience of DIYers by leading the DIY space on TikTok instead of just existing in it.
INSIGHT DIYers have a 'go big, or go home' mentality and find inspiration in challenging and creative DIYs. They crave projects that level up their spaces, and level up themselves.
EXECUTION We needed to harness the competitive spirit of DIYers and catapult it to a larger stage. The answer became clear: a DIY competition show on TikTok.
RESULTS BEHR had become – almost overnight – the most-liked and followed major paint brand on TikTok, leapfrogging all competitors with a 66% increase in followers during the campaign period. The campaign garnered 120MM impressions, 108MM video views, 12M engagements and 47K+ likes.
Nike Yoga
2021-2022
Launching @nikeyoga, Nike’s newest flagship channel
AMBITION Establish and grow a Nike flagship channel dedicated to yoga.
OVERVIEW I started at Nike in March of 2021, and my first project was launching a new social handle (in partnership with countless other brilliant humans). Fast forward to May 2021 and @nikeyoga was born. @nikeyoga's strategic goal is to demystify yoga through diverse creators and storytelling. At the core, our goal was to create a welcoming space and foster a loving community of all-level yogis. We wanted this channel to feel more raw, real, and less produced. It wasn’t about selling product, it was about facilitating connection.
RESULTS After 6 months live, we saw +50k in organic growth and had one of the most engaged social communities across the NIKE social ecosystem (highest ER). Since leaving in 2022, Nike has reevaluated their channel approach and has consolidated @nikeyoga + @niketraining to become @nikewellcollective.
