Marketing Campaigns
Content Creation Campaigns
Another campaign I ran as social media manager for @judge_on_scooter was a collaboration with arguably the best mascot in mascot history: the Hokie Bird. Partnering with @thehokiebird, an account with 36.2K Instagram followers, we produced a two-video, on-the-street interview series in which the Hokie Bird helped Judge quiz students on fun trivia from his Business Law class. The series ran over two months and was built around a recognizable brand character and an engaging, repeatable format, combining educational content with entertainment to keep viewers watching. Across the two videos, the campaign earned 58.6K views, 2,276 likes, and reached 38,855 unique accounts. That means the content spread well beyond our existing audience and into a broader campus community. The collaboration worked because it paired Judge’s vibrant, relatable personality with the Hokie Bird’s timeless recognizability, and the cross-promotion helped both accounts reach new viewers. The campaign showed me how creator partnerships, a consistent content format, and brand recognition can work together to drive reach, engagement, and audience growth.
Capitalizing on trends is the mark of every good marketer. After we rang in the new year, a trend emerged built around Fleetwood Mac’s “Silver Springs,” in which creators pair the audio with on-screen text following a simple template: “While you are at ____, you’ll have a chance to ____, it’s important that you do that.”
We put our own spin on it with the video on the left, a nine-second compilation of past Reel clips and behind-the-scenes footage our audience hadn’t seen. By repurposing existing content rather than shooting anything new, we followed the trend’s format while capturing Judge's essence as a professor at Virginia Tech and staying true to the account’s brand voice.
The Reel reached 225,802 unique accounts and generated 4.3K likes, 44 comments, over a thousand shares, 4.7K profile visits, and 369 new follows, making it one of the channel’s most popular videos. Those numbers show the full funnel at work, from discovery to engagement to follower conversion.
The video proved that effective trend-driven content doesn’t need a big production, just good timing, a strong understanding of the format, and a library of assets you already own. It extended our reach well beyond Virginia Tech, showing how trending audio, content repurposing, and a clear hook can drive organic growth at no additional cost.
For Barstool U’s annual Best College Town competition, @barstoolvtech invited @judge_on_scooter to create a collaboration video encouraging fans to vote for Blacksburg, VA as Barstool’s Best College Town 2025.
The campaign was a cross-promotion between two campus-focused accounts. With full creative freedom, we developed the concept, wrote the script, scouted the location, and shaped the messaging ourselves. Our goal was to turn a community-voting call to action into content that felt authentic to Judge’s voice, rather than a typical promotional ask.
The result was a fast-paced, 17-second Reel with a clear hook and three concise reasons why Blacksburg is the best college town and Virginia Tech is the best university, designed for quick watch time, replay value, and shareability.
Although Blacksburg fell in the semifinals, the Reel performed strongly, earning 66K views, 2,402 likes, 159 shares, 16 saves, 11 reposts, and 6 comments. The share count, in particular, signals that viewers found it worth passing along, and the collaboration with @barstoolvtech, which has 121K followers, expanded our account's reach to a new audience. The project showed me how creator collaborations, concise storytelling, and a strong call to action can drive engagement and community participation, even in a competitive voting campaign.
Youtube Publishing Plan
During my digital marketing internship at Hamilton Beach Brands, I developed and executed a three-month YouTube publishing plan focused on growing brand visibility and audience reach. The company’s existing channel, with 9.29K subscribers and 300+ videos, gave me a strong foundation, and my job was to give that content a clearer strategic direction.
I began with research, studying platform best practices from articles, YouTube creator videos, and other content creators' advice, and conducting a competitive analysis of competitors’ benchmarks, thumbnails, and content layouts. I documented my findings and presented them to my managers, then applied them to a mix of long-form videos and YouTube Shorts for Hamilton Beach.
With that alignment in place, I built the publishing plan as a content calendar in Microsoft Excel, modeled on a Meta publishing plan the team was already using so it fit smoothly into their workflow. Each row tracked the posting date and time, video link, product SKU number, video format (Shorts or standard video), title, description, thumbnail, hashtags, internal links, and credit information, which kept the plan organized, scalable, and easy for the team to follow.
I optimized every video for discoverability through SEO keyword research, strategic titles, metadata, and thumbnail alignment to improve click-through rates. After the first videos went live, I reviewed their performance metrics and used those insights to refine the subsequent content, creating a cycle of research, publishing, analysis, and optimization.
Coming from a short-form background on Instagram, I found working with long-form YouTube content to be a new approach to media for me. Instead of optimizing for a quick hook and instant shareability, I had to think about search intent, viewer retention, and how titles and thumbnails drive discovery over a longer lifespan. The project strengthened my skills in content strategy, competitive analysis, SEO, content calendar management, data analysis, and presenting recommendations to stakeholders. It taught me to treat each video as a long-term asset rather than a one-off post.
