PROJECT: CONTENT STRATEGY & CAMPAIGN DEVELOPMENT
Brought in as a content strategist consultant to address engagement gaps across Disney Store's social platforms.
The research, analysis, and strategic recommendations developed during this period are shared here as case studies – the creative assets remain confidential.
DISNEY STORE
CASE STUDY 1: TIKTOK SHOP & CREATOR COMMERCE
OVERVIEW
Disney Store was exploring TikTok Shop as a potential new revenue and engagement channel at a time when social commerce was still finding its footing. The question was whether a heritage brand with deep emotional equity could show up authentically in a creator-driven, conversion-first environment, and how to build that presence from scratch on an already-active social channel.
THE CHALLENGE
TikTok Shop represented both an opportunity and an unknown. Audience sentiment toward the platform was mixed, interest was growing but purchasing behavior was still emerging. The brand needed a clear strategic foundation before committing resources to a channel that required a fundamentally different content approach than traditional social media.
APPROACH
I conducted a comprehensive research and analysis across three areas. First, a channel viability assessment, examining audience size, platform sentiment, usage patterns, and how TikTok Shop was performing across categories. Second, a competitor analysis of major brands successfully operating on the platform, identifying what content formats, creator partnerships, and promotional structures were driving discoveries and conversion. Third, I mapped the customer journey from the first content touchpoint through to purchase, identifying where Disney Store's storytelling could integrate naturally without feeing transactional. From these findings I developed strategic recommendations spanning creative direction, affiliate and creator network structure, all calibrated to the brand's existing content goals and audience expectations.
OUTCOME
The research concluded TikTok Shop was a viable channel for Disney Store with specific considerations around content strategy and creator alignment. Deliverables included a strategic deck, customer journey map, framework documents, and visual samples to guide the launch direction and inform cross-team decision making.
TAKEAWAY
This project sharpened my ability to evaluate emerging platforms on strategic fit, understanding when and how a brand should enter a new space, and what it takes to do so without compromising what makes the brand distinctive.
CASE STUDY 2: CONTENT STRATEGY FOR SOCIAL STORYTELLING
OVERVIEW
Disney Store has an established social presence but its content wasn't performance at the level a brand of its scale and emotional resonance should. The brief was focused and significant, how do you tell better stories online, and how do you make content across formats work harder without losing what makes the brand feel magical?
THE CHALLENGE
The content was polished but passive. Studio-heavy production and product-forward messaging was creating distance between the brand and its audience at a time when platforms were rewarding authenticity, personality, and human connection. The challenge was identifying what needed to change across content formats, video, graphics, caption, and community engagement, and building a strategic case for doing things differently.
APPROACH
I conducted competitor research, social media trend analysis, and sentiment research to understand what audiences were responding to and why. The findings were people wanted authenticity over production value, stories over products, and a brand that listened as much as it broadcast. From these insights I developed strategic recommendations across several areas. Moving away from studio-heavy content toward location and person-based storytelling. Activating the comment section as a tool for community building and organic reach rather than treating it as an afterthought. Making social platforms work together as a connected ecosystem rather than isolated channels.
Deliverables included a strategic deck, visual samples, and curated competitor and platform examples to illustrate the recommendations in context.
OUTCOME
Following the strategic recommendations, content quality and reach improved and the brand's TikTok following grew from approximately 150,000 to 200,000, a 33% increase that reflected a meaningful shift in how the content was connecting with and reaching audiences.
TAKEAWAY
This project reinforced that the most effective content strategy is about producing with more intention. Understanding what an audience actually wants, and translating that into a content strategy a brand can act on.
PROJECT: MISSION-DRIVEN AND CAMPAIGN STRATEGY
Strategic brand and campaign work developed as part of the M.A. in Public Media program at Fordham University. Both projects were built around real-world briefs, combining research, strategy, and creative development to produce actionable marketing and communications plans.
MISSION-DRIVEN CASE STUDIES
FORCE, A CONCEPTUAL BRAND, PLATFORM & FUNDRAISING STRATEGY
ROLE: LEAD RESEARCHER & GRAPHIC DESIGNER
OVERVIEW
During the COVID-19 pandemic, essential workers kept the world running while receiving the least support in return– limited recognition, inadequate policy protection, and no dedicated community to turn to. Force was conceived as a direct response to that gap: a platform built to connect, inform, and uplift the essential workers that society depends on but too often overlooks.
THE CHALLENGE
Essential workers across retail, healthcare, trades, and childcare in New York City lacked a dedicated space for community, peer support, industry news, and policy updates. The challenge was designing a product that addressed this need and a credible strategy to fund and launch it, for an audience as diverse as the city itself, documented and undocumented, across all ages, backgrounds, and identities.
APPROACH
Working as a part of a team, I lead industry research to identify the core gaps in essential worker support and designed a prototype app in Figma to visualize the Force platform experience, including community features, a news and policy feed and daily motivational content.
On the strategic side, I developed a brand marketing and fundraising plan to bring Force to life. The fundraising strategy centered on a Dollar for Dollar Match Challenge, engaging New York City-based financial companies with Corporate Social Responsibility commitments to match employee donations dollar for dollar. The goal was raising $150,00 to fund app development and maintenance, with success measured against three KPIs: Cost Per Dollar Raised, number of employee donors, and total funds raised through the match challenge.
CONCEPTUAL DESIGN - MOBILE APP
OUTCOME
The project delivered a filly conceived brand identity, a Figma prototype visualizing the platform experience, and a comprehensive marketing and fundraising strategy, demonstrating how a mission-driven product could be built, funded, and launched to serve one of New York City's most underrepresented communities.
TAKEAWAY
This project pushed me to think beyond content strategy into the full ecosystem of launching a mission-driven product, from user experience and brand identity to fundraising mechanics and community building. Working on a brief grounded in a real social issues made the strategic decisions feel consequential, and reinforced that the most meaningful work often starts with asking who's been left out of the conversation.
VOTIN24: A CONCEPTUAL YOUTH VOTER REGISTRATION CAMPAIGN
ROLE: LEAD RESEACHER
OVERVIEW
Youth voter turnout remains one of the most persistent challenges in American democracy. VOTIN24 was a conceptual campaign developed to address it through cultural language that reaches young voters (16 and 17 year olds.)
THE GOAL
Make pre-registration feel less like a civic duty and more like an opportunity too good to miss.
THE CHALLENGE
Getting young people to engage with politics before they're old enough to vote requires more than awareness. It requires genuine incentive, cultural relevance, and a clear answer to the question every teenager asks, what's in it for me? The campaign focused on battleground states with early registration laws, specifically Florida and North Carolina, where pre-registration among 16-17 year olds could have measurable electoral impact.
APPROACH
Working as a part of a team, I conducted research into youth voting behavior, pre-registration trends, and the cultural touch points most relevant to Gen Z audiences. These insights shaped the campaign's messaging and social media strategy, leading to a social-first creative rollout built around bold, platform-native visuals designed to feel native to the target audience's feeds rather than like traditional political advertising.
The campaign concept centered on making registration tangible and rewarding, combining a membership box, brand partnerships with culturally relevant names, and an exclusive festival experience to give young people a genuine reason to participate.
OUTCOME
The project delivered a full conceptual campaign package including a strategic deck, project proposal, social content samples, and visual mockups.
TAKEAWAY
VOTIN24 reinforced that the most effective way to reach a disengaged audience isn't to meet them where you think they should be, it's to show up where they already are, speaking a language they already understand.
