Leadership: Social
During my time at T-Mobile, a majority of our social content for products and offers was produced through the agency Decoded. Covering both organic and paid media, this work often incorporated testing strategies, which would influence future campaigns. My peers and I acted as creative directors on these projects, providing feedback, attending review sessions, and signing off on final creative.
OnePlus Holiday Offer
This project was part of T-Mobile’s 2020 “Holiday On” campaign. I partnered with neighboring teams in both Brand and Content to ensure the social creative aligned with web, in-store, and digital display assets, while also providing guidance on the test variants.
Channels: Facebook, Instagram & Snapchat
Test Variants: Offer + Feature vs. Offer + Network
Results: Better CPCA for ads with Offer + Feature compared to the Offer + Network version.
Facebook & Instagram | Feature
Instagram Story | Feature
Snapchat | Feature
Facebook & Instagram | Network
Instagram Story | Network
Snapchat | Network
#CaptureKindness
The #CaptureKindness campaign was part of T-Mobile’s larger disaster relief effort, where customers could text to donate and have their funds matched. I worked closely with the marketing manager to ensure we prioritized a respectful tone and also provided guidance on the test variants.
Channels: Facebook & Instagram
Test Variants: Direct CTA vs. Emotional Focus
Results: Higher CTR when video and channel copy begins with a Direct CTA (0.76% CTR) vs. an Emotional Focus (0.45% CTR).
Facebook | Direct CTA
Facebook | Emotion
Instagram Story | Direct CTA
Instagram Story | Emotion