WE Day: Telling the Story of Global Change-Makers

WE Day is a global event that champions young people to become a generation of change-makers. Featuring prominent global leaders and celebrity activists, it’s a premier event that aims to nurture compassion in young people and give them the tools to create change in their communities. After launching the WE365 app, my role at the organization expanded to bring the youthful persona of the WE365 app to the WE Day social media experience.

As the new voice of the brand’s social media channel, I introduced content initiatives like celebrity interviews, brand partnerships, and influencer collaborations to grow the digital community and give it a more distinct personality within an organization with multiple brands and target audiences.

I travelled across North America as part of the WE Day global tour to execute the tour’s digital coverage include content collaborations with celebrities, Twitter Mirror activations, and social media coverage of multiple WE Day events. At the time, Instagram was a fairly new platform for the brand. Recognizing the need to connect deeper to the Instagram community, I initiated our first Instagram influencer program connecting with local Instagram influencers in multiple cities to join us at the events and capture the event from their perspectives.

Interview, social post copy, and design creative direction

Interview, social post copy, and design creative direction

Photography and social post copy

Photography and social post copy

Interview, social post copy, and design creative direction

Interview, social post copy, and design creative direction

Photography and social post copy

Photography and social post copy

With a global audience of millions, I was a part of creating high-impact social media content that celebrated our community and integrated organizational sponsors like RBC and media partners like Hello Giggles and Buzzfeed. My role at WE was a multifaceted one that resulted in new content practices, increased social followings, and new social media partner opportunities for the WE Day brand.

HIGHLIGHTS:

  • Leading the concept, strategy, and execution of our WE Day backstage celebrity interview series written in the youthful “WE” voice which included features with Tavi Gevinson, Hozier, Nick Jonas, Lilly Singh, and more

  • Managing the execution of branded content creation at WE Day events with Twitter (Twitter Mirror)

  • Initiating and managing Instagram influencer acquisition at WE Day events featuring @AlenPalander, @93mp, and more

  • Executing the live social media coverage of multiple WE Day events including broadcast shows with ABC

  • Co-writing a video script for Nobel Peace Prize Winner Malala Yousafzai as well as branded social media content for celebrities like Nick Jonas, Joe Jonas, Demi Lovato, and Hozier.

  • Collaborating and managing relationships with multiple teams including PR, Marketing & Communications, Video, Talent, Design, and Partnerships to increase brand awareness and create cohesive social media strategies and content

  • Executing social media content partnerships with an array of partners including Prime Minister Justin Trudeau, The White House, Lady Gaga, and Demi Lovato including developing project briefs and sponsor packages

Backstage interview with Kiesza at We Day Toronto for a blog series

Backstage interview with Kiesza at We Day Toronto for a blog series

Backstage interview with Nick Jonas at We Day Toronto for a blog series

Backstage interview with Nick Jonas at We Day Toronto for a blog series

Photography of We Day talent featuring Lilly Singh, Rowan Blanchard, and Her Brothers

Photography of We Day talent featuring Lilly Singh, Rowan Blanchard, and Her Brothers