A DECADE OF SOCIAL STRATEGY…
SINCE MOVING TO CALIFORNIA IN 2013, RJ HAS BEEN EMPLOYING THE KNOWLEDGE HE ACQUIRED AS A CREATOR TO HELP BRANDS, ORGANIZATIONS, AGENCIES, AND FELLOW CREATORS DEVELOP SUCCESSFUL GROWTH, CONTENT, AND CAMPAIGN STRATEGIES ACROSS ALL MAJOR SOCIAL PLATFORMS. BELOW ARE SOME HIGHLIGHTS OF VARIOUS CAMPAIGNS AND CLIENT WORK…
PrIME VIDEO EXPERIENCE At SAN DIEGO COMIC CON - Amazon Prime Video
R.J. served as a social strategist, copywriter, fulfillment producer, and brand ambassador for the Prime Video Experience activation at the 50th anniversary of San Diego Comic Con International. The activation combined social elements with a massive 60,000 foot offsite activation with immersive theatre experience, food, cosplay corner, and nightly events to help promote three new Amazon Prime Video series: The Boys, The Expanse, and Carnival Row. The experience went on to generate a social reach of 25 million people and 33 billion PR impressions, and won four Clio Entertainment Awards.
the chattering order of st. beryl viral campaign - Amazon Prime Video
R.J. served as a strategist, copywriter, producer, graphic artist, and community manager for the Chattering Nuns social accounts as part of the viral campaign for the Amazon Prime Video series Good Omens. The campaign would go on to generate a global reach of over 25 million and 1.2 billion impressions worldwide, becoming Prime Video’s most successful social campaign and winning six Clio Entertainment Awards.
#Healthyadulting campaign - the white house & U.S. Dept of health and human services
R.J. was first brought in by The White House and other organizations to help strategize outreach strategies directed at underrepresented demographics (men, people of color, millennials, LGBTQ+ people…). His subsequent video became the genesis of the Millennial social media outreach strategy for Healthcare.gov’s 2016-2017 open enrollment.
social strategy - The #Resistmarch
R.J. was not only one of the founding committee members of the march. He also spearheaded the official social media content for it across multiple platforms, helping it become the second largest LGBTQ+ march in history and trend globally.
New content rollout - SNAPchat
R.J. was brought on twice as an independent contractor to assist in the rollout for two separate new features to the Snapchat app: a Snap original shopping channel and “pivot” content suggestions on the Discover page. He was responsible for digital asset management as well as the creation and formation of many creator watch lists.
Bi+ AND trans inclusion strategy - Tinder
In an effort to make dating apps like Tinder more inclusive to users who don’t fit into gender or sexuality binaries, RJ was brought in as part of a team of consultants to help developers of the popular dating app redesign their app to be more inclusive. As a result, the app’s functionalities that allowed users to express their gender identity and their prospective partners was almost completely redesigned.
11th our digital strategy - hillary for america
R.J. was one of an elite group of influencers who were brought in at the 11th hour of Hillary Clinton’s 2016 campaign in an effort to brainstorm ways to bolster the Secretary’s influence and profile on social media. As a result, the campaign posted a number of new viral videos that garnered millions of hits, including a popular “mannequin challenge” video.
social campaigning to protect LGBTQ+ rights - Glaad
RJ was brought in to craft social media campaign strategies for GLAAD in the wake of multiple discriminatory policies implemented by the Trump administration and a number of state governments against LGBTQ+ people, including an anti-trans “bathroom bill” in Virginia and a “license to discriminate” bill that was introduced in Texas.
The #4liters challenge campaign - digdeep right to water project
In addition to being one of the first influencers tapped to participate in the #4Liters Challenge campaign, R.J. went on to help DIGDEEP both on the ground and by producing multiple promotional materials to help recruit new influencers and brands to the campaign, helping it become bigger than ever.
Facebook video ad campaign - k health
R.J. wrote, directed, produced, starred in, and edited in a commercial produced in partnership with Blossom and the K Health app which accumulated millions of hits across Facebook.