monster high social + tiktok
MONSTER HIGH SOCIAL
From launching Monster High TikTok to creating resonant content, we pushed social from just a space to hawk products to a community built for the fans.
Monster High social was built as a place for fans to engage in a community connecting from all ends of the ghoulobe. I led creative across the MH social channels, developing the content pillars and the social voice, owning end to end organic & paid content creation—from concepting and scripting through production, and finishing. By utilizing a deep knowledge of social platforms & trends to inform us, the team and I were able to develop engaging & relevant creative for social. I—with the support of the team—delivered engaging, data-informed social content that was attuned to evolving pop culture trends, boosting engagement and driving 2M follower growth across owned platforms. In addition to more polished production-derived content, the team worked with a nearly $0 budget by forging ahead with self-started lofi content creation—which I oversaw—we self-concepted, self-wrote, & self-shot to extend the breadth of social assets and extend content numbers for more play on the feed.
social channel launch
creative direction
content creation
video & photo production
directors: olivier gagnon, zach matzganis
social account manager: amanda szalasny
creative producer: nancy sanchez
design production support: logan lebuis
TIKTOK
I worked closely with the social team to launch the Monster High TikTok channel—establishing the channel's content pillars, tone, and visual language. From launch, I was responsible for creative directing content development & creation, which drove rapid channel lift of over 1M followers in the first year with strong ongoing engagement. On this platform, we were able to build a space for the fans & strengthen a fandom, giving them a place gather and express themselves within the context of their love for the brand.
SOCIAL RELAUNCH
We revived Monster High’s social channels to align with the official relaunch of the brand. I was responsible for creative directing and art directing content shoots, overseeing copy, and additionally for creating content utilizing existing assets to extend and diversify our content offering for the fans. We garnered attention and created major buzz among fans who were un-living for the return of their favourite ghouls.
