Made In America Festival: Social Media Campaign
Made In America, Roc Nation’s flagship music festival, brings together some of the biggest names in music. I partnered with creative teams to develop a digital-first campaign designed to drive ticket sales and audience conversion. At the heart of the strategy were social media “front doors”—artist-specific ad units crafted to engage diverse audience segments. We applied social media best practices, pairing eye-catching visuals with precisely timed audio cues to maximize engagement. Through real-time A/B testing, we continuously optimized creative assets, improving performance across platforms. The campaign delivered strong ROI by turning fan excitement into measurable conversions. Notably, the campaign led to a 3× increase in the use of the #MadeInAmerica hashtag, from 36,145 tweets in 2018 to 94,002 in 2019. Additionally, the title sponsor's Twitter account experienced a 4× increase in engagement during the festival compared to previous year’s levels.
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Comic Con: Fan Experience
As a key member of the Adult Swim marketing team, I helped execute large-scale fan activations at San Diego Comic-Con and New York Comic Con, two of the most influential pop culture events globally. During this period (2010–2013), these events drew averages of 130,000 attendees at SDCC and 115,000 at NYCC, underscoring the massive audience engagement potential. Our annual presence included branded venue takeovers, exclusive merchandise drops, panels, autograph signings, and fan parties, all designed to deepen audience connection with the Adult Swim brand. I also managed social media coverage, amplifying the activations to fans beyond the conference and extending the reach of each event. These efforts reinforced Adult Swim’s cultural relevance and strengthened the brand’s connection with audiences across both physical and digital channels.
