Head of Social
Worked on a small core team to pitch and start Meta Prosper, a new program and social channel dedicated to empowering and educating the AAPI community. We hit 11k followers in 4 months organically. To prove the validity of the program, we needed to generate 350k clicks to Meta’s educational webpage. To drive click-through, I created Meta’s first-ever in-language edutainment Reels series that surpassed our click-through rate by 130% in four months. This inspired more divisions of Meta to make regionalized in-language content.
I developed and lead all social strategy, creative direction, editorial voice, and influencer strategy, and served as the brand ambassador at events in addition to my full-time roll at Instagram.
Launch Video
Launch Video
Launch Reel
Wrote and directed the launch video that premiered on local news channels, at the Gold House Gala, and widely across various owned Instagram channels.