Content Strategy | Creative Direction | Social 

 

Nominated for a Shorty Social Good Award.

 

Since 2013, Macy's has partnered with veteran-focused non-profit Got Your 6 to raise more than $6.7 million. In 2016, we pursued a new route to raise awareness: a YouTube exclusive digital music festival. This 60-minute program featured influential, millennial YouTube artists Todrick Hall, AJ Rafael, The Gardiner Sisters & Macy Kate. The goal: to reach 100,000 views within 24 hours to raise $100K for Got Your 6.  

 

Partnering with our strategy and non-profit teams, my team created the graphics, marketing assets, teasers and behind-the-scenes content to promote the event. I weighed in on set design and gave creative direction to team members capturing live content as well as creative direction for all marketing assets. To date, the festival has over 1.5M views and Macy's exceeded our campaign goal by 211% with a $1.6M donation to Got Your 6.