SOCIAL STRATEGY | CREATIVE DIRECTION | UGC

For 6 months I acted as a strategic and creative consultant at Adolescent content to help Meta build a UGC strategy to deepen their connection to Gen Z. Meta’s reputation of being valuable primarily to an older generation sparked a need to strengthen the trust amongst 18-30yr olds. Using a consumer survey-based approach, I established the foundation for the campaign to brief a direct a network of UGC creators to show the world how they use Meta to improve their lives.

In tandem to this campaign that produced over a dozen assets, I worked with the Director of Strategy at Adolescent to provide a comprehensive 2024 Social Strategy to guide the approach of the internal team at Meta.