• WAT-AAH! served as the official sponsor of Michelle Obama's Move Your Body! 2013 nationwide initiative.

THE OPERATION:

• To lead a nationwide flash mob on 05.01.2013 that supports the First Lady's goal of getting American children moving. Oh, and it's worth mentioning that the flash mob was to be choreographed by Beyoncé herself!

MY MISSION (that I chose to accept):

• Lead the Los Angeles event at Hollywood High School, which served as the primary hub for the West Coast.

MY BRIEFING:

MANAGER, SOCIAL MEDIA + EVENTS

Managed all social media channels for the brand, including the build-out of content calendars, daily postings, community management, and finding trends and conversations to insert the brand into.

Implemented unique and engaging social media activations and collaborations, including #TwitterTakeovers with R&B teen stars, Jacob Latimore, King Issa, and TEV.

Utilized the channels to serve shareholders' interests of building brand awareness, sharing industry news, and building relationships with industry leaders, while remaining relevant to the target demographic.

Cross-promoted brand events and partnerships with teen celebrities and ambassadors - leading to increased buzz and pre-promotion which resulted in higher event attendance and social media engagement.

Events were a core pillar of the brand, and I used each event as an opportunity to:

• Raise overall brand awareness within the local community, primarily with kids and teens.

• Grow the social media channels by requiring RSVPs via social, follow requirements to attend, and iPads and/or laptops at events for guests to follow and leave their social media information.

• Develop relationships with attendees, sponsors, vendors, and others to find future collaboration opportunities.

• Have fun!

Some events that the brand hosted, or was a primary sponsor for, include:

• The Graduating Class: A teens-only day party at the iconic Webster Hall with live performances by Jacob Latimore, King ISSA, TEV, and more. Photo stations and complimentary swag encouraged guests to share on social - resulting in the third highest engagement in one day (highest overall for events). This also helped establish the brand as "cool" among local teens.

• Pretty Girls Sweat: A day of yoga and wellness activities hosted by Grammy Award-winner, Estelle. Although smaller, this event got the brand national press coverage because the partnership with Estelle.

• Expo West: The largest natural foods and products trade show that takes place annually in Anaheim, CA. WAT-AAH! used the opportunity to build retail industry connections, which helped the brand get onto the shelves of local West Coast retailers and expand its national footprint.

• Girls Expo: I should preface by saying that being from the Motor City means driving is as natural as walking and that 6ft of snow is barely equivalent to an LA sprinkle. That said, I never thought I'd have to drive in New York City traffic...all the way to Edison, NJ. But that's exactly what I did when I loaded up the "WAT-AAH! Mobile" (not the official name) on a Saturday morning and drove from Chelsea (Manhattan) to Long Island to grab our Designer, Tony, a certified "bro," to Edison, NJ. Yep - two dudes were the life of the party at the largest East Coast expo for girls. And aside from leaving smelling like Justice body spray, we facilitated relationships with Sweety High, the Edison school district, and received a huge spike in social engagements while adding hundreds of UGC assets to our library,

It's worth noting that every event received a dedicated social push with custom assets, pre-promotion, social media takeovers, live postings and sharing, and recap albums.

WHA-AAT?

• WAT-AAH! is a bottled water company for kids and teens on a mission to make drinking water cool.

  The name, "WAT-AAH!" comes from the CEO, Rose Cameron's, son screaming, "water" (Don't worry - took me a minute, too).

WHE-ERE?

• Headquartered in New York City, but available in select stores in major US markets.

SOCIAL MEDIA:

BRAND + EVENTS:

MOVE YOUR BODY! 2013

✓ Learn the official choreography for the flash mob from Beyoncé. I know!

✓ Fly out to Los Angeles exactly one week before the event and teach the routine to over 2.5K students, faculty, local youth, and members of the media.

✓ Oversee the delivery of product to Los Angeles and all major participating West Coast schools and organizations (13 total).

✓ Work closely with the White House and PR agency to secure press coverage and ensure proper messaging.

✓ Manage the green room for celebrity participants, and ensure the safety,

✓ On May 1, 2013 at exactly 10:42 am PT, the nation danced along to Beyoncé's, Move Your Body! - a remix of her hit, Get Me Bodied - creating an unforgettable experience for hundreds of thousands of kids, and advancing WAT-AAH!'s and the First Lady's mission to get kids active.​

✓ On May 1, 2013 at exactly 10:42 am PT, the nation danced along to Beyoncé's, Move Your Body! - a remix of her hit, Get Me Bodied - creating an unforgettable experience for hundreds of thousands of kids, and advancing WAT-AAH!'s and the First Lady's mission of getting kids active.​

THE RESULT:

SOCIAL MEDI-AAH!

Fan & Community Engagement Activations

My interview with Grammy Award-winner, Estelle, for Pretty Girls Sweat - a program she & WAT-AAH! supported that promotes physical fitness for girls.

Twitter Takeover with TEV that I staffed.

Live concert/day party at Webster Hall for teens. Fans could enter via social to win exclusive perks at the concert (backstage access, photo opps, free swag, etc.).

Move Your Body Twitter Party ft. Disney stars Bella Thorne, Coco Jones, and many more to promote the program and flash mob.

Limited edition custom bottles created through a collaboration with local young artists.

250,000

600

>1 Bil

PARTICIPATING STUDENTS

PARTICIPATING SCHOOLS

DAY-OF TOTAL IMPRESSIONS

STUDENTS TAUGHT (BY ME)

DAYS TO REHEARSE

(BEFORE SCHOOL, LUNCH, AFTER SCHOOL)

BOTTLES OF WAT-AAH!

DELIVERED NATIONWIDE

2,500

3

600,000

Mindless Behavior

Disney Stars Ryan Beatty, Jadagrace Berry, Peyton List, Michaela Blanks & Coco Jones.

Bella Thorne & Jacob Latimore 

PART-NAAHS!

Pitched and helped manage the partnerships with both Ariana Grande and The OMG Girlz - being the first major endorsement deal for both stars.

Ariana

Grande

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