MARCH 2020

Candidates:
District Attorney in Los Angeles, Board of Supervisors in Monterey County, Board of Supervisors in SLO County, 14 Candidates for Bay Area Democratic County Central Committees (DCCC)

• Created more than 10 websites primarily for slate organizations & first-time candidates

• Designed multiple ad sets including display and animated GIFs in English & Spanish

• Guided team to scale-up production within tight deadlines to hit fundraising timelines

• Built social media profiles, social media ads & organic copy, and programmatic digital audio ads

NOVEMBER 2019

No on Prop C: SF Kids vs Big Tobacco, a Measure to Overturn the Ban on Flavored Tobacco Sales

Another very contentious and dramatic campaign involving vaping products as Big Tobacco/Juul Labs attempted to roll-back Prop E’s victory. While at first being outspent by record levels by Juul, SF Kids vs Big Tobacco committee saw an influx of support from Mayor Michael Bloomberg ($16 million vs $7 million). With a change in leadership at Juul, the company decided to suspend their campaign but not before bombarding the city with misleading ads. Yes on C took the branding of the Mayor with the misleading positioning as the “Stop Youth Vaping” campaign so the focus of the No campaign came down to trust. Fortunately the city was not fooled into letting a tobacco company write our health laws, and it was rejected by 81% of voters.

• Managed the Social Media accounts for the SF Kids vs Big Tobacco committee

• Developed daily organic content including crowd-sourced videos and graphics

• Led the Social Media Response Team (SMRT) in engaging with voters by responding to thousands of comments including several trolls suspected of being paid by the Juul campaign

NOVEMBER 2018

Yes on Prop A: Strengthen the Seawall Safety Bond

San Francisco’s Prop A authorized a $425 million general obligation bond to support the repair of the city’s seawall. The committee raised over $1.2 million with a robust digital budget. As a largely unseen infrastructure project, we focused on educating voters about the importance of this measure by launching awareness campaigns across social media, search, and programmatic ad placements with audio, video, and display ads. It required a 2/3 majority to pass and won 82% of the vote.

• Built website including all copy and translated to Spanish & Chinese (strongerseawall.com, now inactive)

• Wrote organic and paid social media copy and created accompanying images/ads

• Created crowd-sourced videos

• Developed targeted PPC campaign with special attention to negative keywords

• Noted in NYU’s Analysis of Online Political Advertising in United States as a top advertiser for impressions on Facebook

JUNE 2018

Yes on Prop E: SF Kids vs Big Tobacco, a Measure to Ban the Sale of Flavored Tobacco Products

Controversial yet monumental campaign to ban the sale of flavored tobacco products in San Francisco. SF became the testing ground with record-breaking spending by the tobacco industry (over $11 million by RJ Reynolds vs nearly $4 million raised primarily from health organizations in support of the measure). Despite the enormous battle, it passed with 68% of the vote, and set the precedent for similar bans nationwide.

• Wrote copy for social media posts

• Created graphics and videos

• Managed Social Media Response Team in responding to hundreds of comments hourly

• Updated website with endorsements

London Breed for Mayor of San Francisco

The special election to elect Mayor London Breed was an exceptionally close race. The digital team provided important online support to ensure Mayor London Breed was able to reach voters across the city.

• Created content and responded from the candidate’s voice across social media channels

• Stayed on message and escalated to the campaign communication team

• Discovered topics via social listening and jumped in or flagged as appropriate