Social Strategy, Content Production, Brand Partnerships
THE WESTMINSTER KENNEL CLUB
The Ask: Overhaul the Westminster Kennel Club's social media and content strategy to elevate the brand’s legacy while connecting with a new generation of dog lovers.
The Action: Build an enhanced social media strategy for the Westminster Kennel Club, focusing on highly shareable content. Integrate monthly editorial calendars with fresh content pillars and platform tactics via reimagined asset production (video & static), copywriting, community management, and more. Expand partnerships with key brands (Purina, J. Crew, Shake Shack, etc.) to continue diversifying the fan base and communicating core brand values.
The Outcome: The shift led to a 90.6% cross-channel follower increase (+74K followers), a 508% increase in cross-platform video views (15.2MM total), and average monthly engagement rates of 7.6% on Instagram and 10.6% on TikTok in the first six months.
Campaign Strategy, Live Event Coverage, Influencer Partnerships
THE 148TH ANNUAL WESTMINSTER
KENNEL CLUB DOG SHOW
The Ask: Build excitement and generate ticket sales for the 148th Annual Westminster Kennel Club Dog Show. Let every audience member, near or far, join in on all event happenings by bringing the three-day spectacle to life across key channels tailored to specific audiences.
The Action: Leverage action-oriented live coverage, authentic creator collaborations, brand partnerships, and timely trending formats to bring the 148th Westminster Kennel Club Dog Show to life across social media. Build targeted content rollouts, shot lists, templated assets, and custom partnership initiatives. Facilitate a team of ~10 strategists, community managers, content creators, and editors to ensure a successful rollout.
The Outcome: A 147% year-over-year increase in audience growth, a surge in organic content exposure marked by 28.9MM video views (+210.7%), and a massive boost in organic interactions: a 164% increase in engagements with a +9.6% engagement rate, a 540% increase in shares, and a 1,108% increase in saves.
