Director of Communications leading PR and social for the Iowa-based convenience store chain. Turned the brand into a social media powerhouse, growing a new audience of avid and engaged Millennial and Gen Z customers.
Key achievements:
Launching TikTok and achieved 110K followers and 2.6M likes in one year.
Reaching 53 million Twitter impressions and 9 million engagements in two years – a 4,060% increase from the two years before that. Grew follower count organically from 14k to 60k.
Adding 50K Instagram followers in 12 months.
Leading creative campaigns with partners including Budweiser, Instagram influencers, Twitch streamers, Bravo TV stars, and Twitter Blue Checks.
Tons of earned media (BuzzFeed, Vox, Axios, The Advocate)
Shirt sales from my ‘Kum & Go Drink a Budweiser’ campaign sold out twice and raised over $30,000 for Folds of Honor and Wounded Warrior Project. “Kum & Gay Rights” t-shirts sold out and raised $25,000 for the Trevor Project. Homoco T-Shirt collab raised $11,000 for the Transgender Law Center.
Featured in:
Axios
The 20-year-old behind Kum & Go's viral TikTok
The Advocate
Gas Station Releases 'Kum & Gay Rights' Shirt Thanks to Gay Streamer
BuzzFeed
Brands Keep Tweeting X-Rated Comments At Netflix And It's Shocking But Hysterical
Vox
Des Moines Register
For Pride Month, Kum & Go teams up with clothing designer who has gas station roots
Kum & Go breaks into the shoe game with first pair of limited-edition sneakers
Podcasts:
Baby got backstory: Twitter is hard!
The Right Approach to Twitter Marketing: How Kum & Go Builds Clout
Written:
Vice Magazine
The Children Of Kampiringisa
HuffPost
Uganda’s Anti-Homosexuality Bill: Satan’s Agents and the Real Reason Behind It
Committee to Protect Journalists
Ugandan plan would punish media for ‘economic sabotage’
United Nations
10 Things I learned producing digital content at UNDP
Co-creating our world: A conversation with Olafur Eliasson
Video
Experimental short film directed by award-winning filmmaker Bassam Tariq that explores the complex dynamics at play when families are separated.
The film premiered on Vice.com with an alternate version produced for the International Red Cross, as part of a broader campaign to support families in detention.
Select Awards
Adweek ARC Award - Best Charity/Pro-Social Effort
One Screen Awards - Fiction category (2019)
Select Press
“Sick absolute must-watch short film from the OG @curry_crayola” Riz Ahmed
Cities have become the new front lines in conflicts today. This 2018 Webby award-winning, mobile-first digital report looks at the devastating toll of urban warfare.
cityatwar.icrc.org
Select Press
This interactive, trilingual, GIF-centered collaboration with artist Brandon Tauszik took our audience into the heart of this Lebanese community divided by violence. Visit Syria Street.
Select Press
Webby Honoree (2017), Al Jazeera, L'Orient, Vice, Storybench, Middle East Monitor, Media Shift, Feature Shoot, Yediot Ahronot, SBS News, Le Monde, Lamono Magazine
Holiday video ad spotlighting the work of the International Red Cross in reuniting families separated by conflict and migration.
Select Press
HuffPost , Pretty 52 , Fast Company, It’s nice that , Creative moment , Deconstructed Brief
“For obvious reasons, ’tis the season for schmaltzy, feel-good, holiday-themed advertising. We’ll no doubt see the jolly old elf in all kinds of commercial situations, but none will punch you in the gut like this one.”
Jeff Beer, Fast Company
Partnered with Facebook influencer Nas Daily and his team (Project Nightfall and Dear Alyne), bringing them Papua New Guinea to see the International Red Cross in action. He produced 5 videos featuring our work which (without any paid promotion) received nearly 40 million views, 157 thousand shares, 39 thousand comments and 472 thousand reactions.
An estimated 500,000 people cross into Mexico from neighboring countries in Central America every year. These are the stories of those along the way - and those who never make it.
Awards
Best Visual Design Aesthetic - 2019 Webby Nominee
Select Press
“The International Red Cross has done an exceptional job presenting these stories in the most beautiful and poignant way possible. By showing us personal accounts, the story takes us right to the heart of those experiencing it, and reminds us that when talking about big issues like migration, it’s not merely stats that we’re dealing with, but people.” Anna Mendoza, BuzzFeed
Produced this five-part documentary series with award-winning filmmaker Matthew Cassel - in collaboration with NBC News’ digital outlet, NBC Left Field.
Awards
Holiday season ad highlighting the work of the International Red Cross in reuniting families separated by conflict and natural disaster - garnering over 30 million views (across 5 languages) on Facebook to date.
Awards
Select Press
NowThis Politics, Daily Mail, The Mirror, LBBO Online, RT, Campaign Mag, Evening Standard, Ad Age, Relief Web
Hard-hitting social campaign designed to evoke a strong emotional response and increase awareness of a critical mandate at the International Red Cross - protecting international humanitarian law during times of war.
Select Press
The Drum, UNILAD, Osocio, Stalkr, Third Force News.
This award-winning augmented reality app was built to raise awareness on the impact of urban warfare. Providing a visceral, first-person experience of what happens when war comes to your doorstep, Enter the Room was profiled in the App Store where it went to #16 in the charts and got 90,000 downloads.
See the app store feature and download the app (iPhone only).
Awards
Best use of augmented reality - Webby Honoree 2019
Mobile & App - Digital Communication Awards 2018
Best use of augmented reality - Lovie Awards 2018
Select Press
Rolling Stone, Global News Canada, IRIN, Mashable, Adweek, Next Reality, VR Focus, Europe1, VR Scout, Pocket-lint, Sopitas, The Drum, Grazia, Voice of America, In the Mesh, The Big Think
“A nifty VR app from ICRC offers a window into life in Syria and aspires to build empathy.”
Nicholas Kristof, New York Times