I wanted zillions of people to fall in love with Estelle just like I did way back in 1998 when I found 1,000+ of her photos. So I created a 1930s Social Media Story.
It’s historical fiction you can Binge Scroll or hit Micro Story to follow her life as a Jewish lesbian entertainer in the time of Hitler, Stonewall, and Vaudeville. #NoPaidSearch #UpTo19%Engagement #113%GrowthOvernight #MajorInfluencerLove
Strategy & successes detailed below.
Estelle came with a built-in hashtag strategy: Jewish Life, LGBTQ, Entertainer, USO, Vaudeville, Dancer, Historical Fiction, Found Photos, B&W, Vintage Fashion.
#VintageFashion was the early frontrunner with #FoundPhotos close behind. @SaveFamilyPhotos loved the story and requested a guest article (I didn’t write that headline btw #blushing).
When IHG decided to make all their sites responsive, I was hired to work
as the Content Strategist for InterContinental Hotels & Resorts,
the company’s luxury, flagship brand. Find my roles and responsibilities
addressed by component below. Full
site in portfolio.
Negotiated a “show once” rule for the mandatory brand bar interfering with the all-important luxury aesthetic
Partnered with internal global brand team to elevate brand attributes & guest priorities
Fought for an ad-free hero
Represented personas, brand attributes, and business goals for agency partners
Authored hotel-facing Project Guide for hotels
Wrote launch copy within brand tone & voice that reflected shorter character counts