Be The People

THE OVERVIEW

Be The People launched in 2026 with zero followers and zero awareness. In under six months, a four-pillar content engine of live capture, creators, design templates and paid media turned it into a national civic community: 226K+ Instagram followers, 500K+ YouTube subscribers in 45 days and +2.8% brand lift in 60 days. One in four social comments asked how to get involved.

THE STRATEGY

Connect live-event capture, local creators, paid amplification and modular design. A 16,000-fan Atlanta Hawks arena takeover reached 3M locals at a 6.56% engagement rate, 337% above benchmark, with 72% positive sentiment. An NBA Cares build with Habitat for Humanity brought 500+ volunteers together for wildfire recovery and drove 4.5M impressions and 10x follower growth. Platform-specific edits and repeatable templates helped those stories travel, while organic winners were recut for paid.

MY ROLE

SVP, Creative Production & Influencer Partnerships · Movement Strategy

Served as account lead for one quarter. Oversaw production, digital delivery, shoots, editing and creator sourcing, connecting on-the-ground capture with the teams delivering the content.