Hilton X Social
One of my core strengths is building creative teams tailored to the dynamic demands of social media. With platform conditions shifting weekly (bye TikTok!), I excel in navigating this ever-evolving landscape, identifying and inspiring creatives who understand social media as an emerging space for meaningful conversations between brands and audiences
I categorize our social media coverage into three distinct areas.
Client
Hilton, Hilton Honors
Evergreen Content
This is sweet spot where the brand’s priorities align seamlessly with what matters most to their audience. Usually based in being seasonal, sharable, or savable, examples of how we’ve achieved this at Hilton are below.
Strategic storytelling that positions the brand within the cultural conversations already capturing attention. Examples of how we’ve achieved this at Hilton are below.
*The average view count on each of these assets is 6.4 M
Reactive Content
Crafting narratives that make what matters to the brand equally compelling and meaningful to the audience. In a recent example of this type of activation, we used IG Story elements to gamify the experience of traveling with Hilton during GRAMMYs weekend. The choose-your-own-adventure concept spotlighted our iconic social media manager, Dannii, allowing Hilton’s audience to follow along and influence his Vegas journey—ultimately guiding him to attend the GRAMMYs award show.
Tentpole Content
The top performing @hilton IG Story of all-time with 110K impressions
This IG story averaged 2.8k taps forward (+83%vs. Enterprise average)
After trending organically, with a $5K spend added, our GRAMMY night TikTok garnered 2.2M views and more than 70K likes