BEING MARY JANE

Being Mary Jane's social media channels were the #1 source fans relied on to stay in the know for all things Mary Jane Paul. I created a robust social media strategy inclusive of pre-promotional, in-season, post and paid campaigns to drive tune-in and increase fan engagement from Season 1. From creating original social content while the show was dark to developing the overall strategy, tone, delivery and social concepts in partnership with production, to working with the marketing and PR teams for events and talent engagement, I was able to grow the Instagram, Facebook & Twitter accounts by 200%, garnering about 500K new followers during my tenure collectively. 

Pre-Season: Reflections, video campaign

The characters of Being Mary Jane are super dynamic and sometimes showing that gets hard when you're limited to just an hour for an episode. To maintain the chatter of why who did what in between each episode, I created a video journal series that takes a deeper look into the minds of the character from the actor's perspective.

In Season: #WhatMJWore, social-first content

Mary Jane Paul might have been caught up in some work and life drama, but her fashion sense remains on point. As a result of some social listening, I created an episodic style journal for Mary Jane Paul's character titled #WhatMJWore. During and after each episode, fans and followers were able to shop Mary Jane's top three looks from each episode so they too, can be on point. Without ever having to leave their seats, viewers were able to look like Gabrielle Union while consuming Mary Jane's dynamic but fashionable life on Twitter, Tumblr, Facebook & Instagram.