Justin Bieber: Seasons: Social & Paid Strategy

Client: YouTube Originals
Platforms: Instagram, Twitter
Overall Services: Channel Strategy, Creative Concepting & Optimization, Live Event Planning

At the height of #Bieber2020, our team of social managers and designers were tasked with creating massive hype for the resurgence of Justin Bieber through the YouTube documentary series, Justin Bieber: Seasons. For this campaign launch, I helped develop strategic social content that showcased Justin’s authenticity, carefully highlighting his mental health journey and steps back into the studio. We were able to translate Justin’s intimate storytelling through unique social creative (paid/organic) and entice thousands of viewers to tune into the premiere.

I led the content selection for each episode drop, assisting with captioning and copy for talent posts.

+Bonus

I helped spearhead the red carpet coverage of the doc’s LA premiere, creating a detailed run of show with necessary content to capture and how to execute on social (IGS, live tweets).