STAR WARS
One of the most recognizable brands in the world, the Star Wars franchise has been transporting its fervently passionate fan base to a galaxy far, far away since 1977.
In my position as Social Media Manager for the Star Wars brand at The Walt Disney Company/Lucasfilm, I developed best-in-class social and digital strategies for one of the most beloved, iconic franchises in the world. During my time at the company, my team developed a continuous “always-on” strategy of evergreen content across the brand’s social channels (over 50 million followers), keeping Star Wars fans new and old engaged in a galaxy far, far away. Additionally, I collaborated with cross-functional teams across the company working on strategies, campaigns, and social support for initiatives including Disney+, The Mandalorian, Star Wars: The Clone Wars, Star Wars: The Rise of Skywalker, Star Wars: Galaxy’s Edge, Force for Change, the Star Wars Kids YouTube channel, Jedi Temple Challenge, and Star Wars: The High Republic. The Star Wars social team also led a robust, thoughtful community management strategy, interacting with fans and sharing in their love of Star Wars while growing the fandom. Throughout the year, I also covered numerous live events including Star Wars Celebration, San Diego Comic-Con, D23 Expo, Triple Force Friday, the red carpet premieres and press days for The Mandalorian and Star Wars: The Rise of Skywalker, the opening of Star Wars: Galaxy’s Edge at Disneyland and Walt Disney World, and the launch of the Star Wars: The High Republic publishing initiative.
Examples:
Star Wars: The Clone Wars Recap - Custom Instagram recap grid highlighting key moments from Star Wars: The Clone Wars’ final season on Disney+, a collaboration with the studio marketing team.
Highlights from my Star Wars work:
Led social media marketing for the franchise, including development of innovative strategy, creative, and copy for evergreen content and campaigns on the brand’s social media channels and title specific film and TV handles
Campaigns included: The Mandalorian, Star Wars: The Rise of Skywalker, Star Wars: The Clone Wars, The Skywalker Saga on Disney+, Star Wars: Galaxy’s Edge, May the 4th/Star Wars Day, the 40th anniversary of The Empire Strikes Back, Jedi Temple Challenge, Star Wars: Galaxy of Adventures, Star Wars: The High Republic publishing initiative, Star Wars: Resistance, Star Wars: The Bad Batch, Triple Force Friday, and more.
Grew social accounts year over year, consistently hitting established KPI’s and creating an engaging, positive space for the fandom.
Key results: 50% increase in Instagram audience growth, 22% increase on Twitter, 50% increase on YouTube, and 25% increase in engagement across all platforms.
Acted as key contact with platforms to ensure accounts adhered to best practices and were aligned with the latest social trends/cultural moments.
Managed content calendars from ideation to execution, ensuring attention to detail across platforms on all posts.
Collaborated across numerous departments at Lucasfilm and The Walt Disney Company such as PR, consumer products, events, games, publishing, animation, editorial, and distribution on high-priority titles and key franchise beats and anniversaries.
Developed streamlined process for feedback and approvals with design and video teams, ensuring digital creative was delivered on deadline and within budget.
Served as lead point of contact with international marketing teams running Star Wars accounts as social expert, aiding in creation and approval of all content and copy from global teams.
Spearheaded overhaul and update of online social brand strategy deck and community guidelines used by internal and external partners.
Advised third-party partners including Hasbro, Electronic Arts, LEGO, FOX, Mondo, British Journal of Photography, and more on promoting key priorities on social including Star Wars: Jedi Fallen Order, Star Wars Squadrons, LEGO Star Wars: The Skywalker Saga, LEGO Masters, the Child product launch, and more.
Aided franchise marketing in social support strategy for community initiatives including the Star Wars: Force for Change initiative in partnership with FIRST Robotics.
Oversaw real-time social coverage for events such as Star Wars Celebration, The Red Carpet Premiere of The Mandalorian, Live from the World Premiere of Star Wars: The Rise of Skywalker, Star Wars: The Rise of Skywalker Cast Q&A, Star Wars Galaxy’s Edge opening at Disneyland, and more.
Built close partnership with the StarWars.com editorial team to promote and elevate articles on social channels, resulting in growth and increase in traffic to website.
Led key promotional campaign beats including trailer launches, key art, behind-the-scenes featurettes, weekly clips, and more for our slate of Star Wars titles.
Developed key relationships with talent, creatives, and their reps to identify and pitch opportunities for promotion and sharing digital content
Compiled analytics reports and distribute to executive leadership, giving in depth details on the performance of content and trends.
Awards:
2020 Webby People’s Voice Award Winner for Best Social – Television & Film
2020 Shorty Award Finalist – Television for Star Wars: The Clone Wars
Star Wars social media links:
The Mandalorian: Instagram / Twitter