Client: Bill & Melinda Gates Foundation
My Role: Lead Social & Content Strategist
Website Content Strategy / Campaign Social Strategy / Paid Media Planning / Event Social Production Planning / Influencer Strategy / Editorial Calendar Creation
Created by Bill and Melinda Gates, Goalkeepers is a program and community dedicated to accelerating progress towards the Global Goals (a set of goals established by world leaders in 2015 to achieve a better world by 2030).
My team was brought onboard in the Spring of 2018 to deliver across several fast-paced aspects of the Goalkeepers 2018 initiative:
Design and develop a new website for Goalkeepers
Concept style and design interactive digital assets including the 2018 Global Goals Report and Human Capital Quiz
Plan and create all social content for the Goalkeepers 2018 event in September, including paid, earned, and owned media.
In addition to working closely with our UX Designer and Web Developers to plan the layout and content of the website, I oversaw the social strategy that drove momentum towards the big Goalkeepers event in NYC on September 26th. Establishing key beats, prioritizing assets, providing paid media recommendations, and uncovering earned media opportunities, the #Goalkeepers18 social campaign created buzz to audiences both aware and previously unaware of the movement.
Day of social amplification: 303K engagements
5.9M views across influencer Twitter and Instagram content