Social Campaign for CMA Awards®
124, 218
Impressions
2,366
Engagements
57,402
Video Views
770
Site Clicks
Project Date
January - February 2023
Industry
Education and Entertainment
Skills Used
Collaboration
Video Editing
Copywriting
Social Listening
Community Management
Description
Discovery Education partnered with The CMA Awards ® to support students in learning about STEAM careers–Science, Technology, Engineering, Arts, and Math– through a LIVE Virtual Field Trip!
The Challenge
Build a social campaign that inspires students and teachers alike to explore the world of STEAM.
Curate scroll-stopping videos that are on-trend, speaks to the target audience, and drives viewers to engage.
Write copy that is on-brand, aligns with the curated videos, and drives the users to register for the Virtual Field Trip.
My Process
In partnership with our digital marketing team, I built a social strategy that aligned with the key messaging, tone, timing, and business goals of the campaign. I then partnered with our video team to select and edit key moments from the Virtual Field Trip that would speak to our social audience, and start conversations. Recognizing that STEAM careers are often seen as too complex, I focused on writing copy that diminished the barrier to entry and resonated with our audience to drive registrations. Throughout the LIVE Virtual Field Trip I answered questions on our social channels in real-time, supporting our viewers, and garnering new viewers.
