Projects Portfolio

Californians for Safety and Justice

  • SNAPSHOT:

    Worked as Digital Manager for a leading public safety organization while building their digital presence from 5k to 14.5k followers on Instagram and 24k followers on Facebook in 3 years

  • THE CHALLENGE:

    • Organizational page along with 3 program pages had very low engagement and were flooded with bot followers

    • No digital brand identity and no voice made it hard to promote their big events and legislative wins online

    • Needed to translate dense legal/policy issues into something a general public audience would act on

  • MY ROLE:

    • Led social brand identity through content creation, events promotion, and digital ads

    • Creative collaborator on statewide “Just Safe” campaign which included a full length YouTube commercial, series of social media videos, and networking mixer events in LA and Bay Area

  • THE APPROACH:

    • Built a full-funnel strategy: paid ads for awareness → dedicated microsite for education → three specific action paths for conversion

  • THE EXECUTION:

    • Targeted ads to disproportionately affected Black and Latinx audiences via interest-targeted niche audiences like BET, Univision, California regional sports teams, and social workers/parole officers

    • Aimed most efficient cost per completed view (CPCV) at rates that allow investment in engagement while delivering
      high reach

Video Ads (Meta & YouTube)

  • About $19K of total budget

  • Scripted and co-directed 3 video ads to be displayed on Meta and YouTube platforms

  • Almost 1 Million impressions

Click to Watch Video Ad

Still ads on Google Search, Google Display Network, & Meta

  • About $40K of total budget

  • Over 9 Million impressions

  • Meta was primary driver - contributing ~64% of total clicks

  • Google Search led in engagement quality - 4.41% CTR

  • Google Display Network reengaged users who already saw our ad

Top Performing Ad

Informational Website

  • Averaged ~230 visitors per day

  • Listed calendar of regional expungement opportunities across California

  • Offered self-application expungement process

In-Person Community Outreach

  • Designed informational pamphlets, posters, and

    one-pagers for regional street team distribution

  • Distributed at local community events and expungement clinics