Event & Experiential Marketing for a Monthly Community Event Series
Branded Partnership & Student Influencer Event Promotion
As Sr. Social Media Manager within UCLA Strategic Communications, I supported the 2021-22 Return to Campus Campaign by contributing to First Thursdays, a monthly event series launched March 3, 2022, with the Westwood Village Improvement Association and Manifold. My role split into two key areas: driving digital promotion to boost awareness and attendance, and leading experiential activation to create engaging on-site experiences. I championed Eventbrite use, crafted social media content, collaborated with influencers, led on-the-ground content capturing with shot lists, oversaw guest interactions, managed a posting activation with prizes, and partnered with brands like TEDx, HeadsUp game, NetflixIsAJoke, and Disney Pixar. These efforts reconnected UCLA with Westwood Village post-COVID, contributing to the campaign’s Gold Titan Business Award.
Digital Event Promotions
OBJECTIVES:
Increase event awareness and attendance through Eventbrite integration, social media campaigns, and influencer partnerships targeting students, faculty, staff, alumni, and Westwood locals.
Amplify UCLA’s flagship channels with compelling content to align with the Return to Campus Campaign’s themes of togetherness and optimism.
RESULTS:
Advocated for Eventbrite use among stakeholders, tripling attendance (3x) across the series, growing participation from hundreds to thousands through June 2022.
Crafted visuals and copy, collaborating with influencers to generate posts that contributed to the campaign’s 11M impressions across UCLA’s 2M+ follower base.
BRAND IMPACT:
Elevated UCLA’s digital presence with strategic promotion, reinforcing its role as a vibrant community hub post-pandemic.
Deepened online follower engagement, fostering loyalty through authentic storytelling and broader reach.
Experiential Activations
OBJECTIVES:
Lead on-the-ground efforts to create shareable moments with celebrity and brand partnerships, encouraging UCLA account tags and revitalizing the UCLA-Westwood link.
Enhance community interaction and local business support through interactive experiences and real-time content capture.
RESULTS:
Led instruction and content capturing with shot lists, partnering with TEDx, HeadsUp game, NetflixIsAJoke, and Disney Pixar to showcase e-sports, live art, and music, boosting user-generated content.
Oversaw guest interactions and a prize-based posting activation, increasing UCLA account tags, while supporting Westwood foot traffic and spending via coupon books, as noted by the Westwood Village Improvement Association.
BRAND IMPACT:
Strengthened UCLA-Westwood ties through high-profile, interactive experiences, aligning the brand with community support and economic revitalization.
Amplified UCLA’s reputation as an innovative leader by blending on-site engagement with digital visibility.
Student Brand Ambassador Content Creation
Branded Social Media Ad