Angela Rye is an award-winning host, social justice advocate, lawyer, commentator, and self-described 'empowermenteur.' Rye and team wanted to shift her social media channels to be more authentically in her voice. They had just went through a rebrand on her website and wanted to make sure the graphics and posts were in alignment with the new look + feel.
They also wanted to use new content to encourage people within her audience + community to have conversations about mental health, social justice issues and current events. There was an overall goal to increase follower growth across all platforms with an emphasis on Facebook + Instagram.
We conducted a comprehensive audit and review of Angela’s social channels and community, identifying opportunities for new and expanded engagement and impact.
As a result, we created a social media strategy based on her goals of audience growth and authentic representation, refreshed her social media's creative look + feel, and integrated the strategy which invited her target audience (Black women 35-44) to participate in dialogue about the CTA.
Conceived new segments, storyboards, and scripts for 7 of Angela Rye's direct-to-camera YouTube videos.
Created a streamlined schedule of content that plays into the things that Angela enjoys, believes in and receives responses from on social media (example: straight-to-camera style videos + BTS footage)
The YouTube videos we produced amassed over 1.1 million total views
Over a 6 month contract, we saw the largest growth across Facebook + Instagram
Our Black History Month video went viral and was reposted by The Shade Room and other pages