Bill & Melinda Gates Foundation
I previously worked at the Bill & Melinda Gates Foundation in an interim social media role on the foundationās global communications team. I was responsible for targeting and engaging priority audiences with compelling content to help advance our advocacy goals and support the foundationās brand. My proudest moments include leading the first Instagram Live for the foundation and helping to produce one of Melinda French Gatesā first Instagram Reels supporting the foundationās work.
My favorite project was our Goalkeepers campaign - highlighting a community of changemakers who are advancing the Global Goals in diverse ways as well as an annual report that outlines the world progress in achieving the Global Goals by 2030. I led the social efforts for the 2021 campaign and then stepped into a campaign planning role for the 2022 campaign.
See some of the results below ā¤µ
Goalkeepers 2021 Social Campaign
We tested Instagram Live for the first time featuring a conversation with Goalkeepers from the US, UK, India, and Africa. Collectively more than 12K viewers tuned in to watch live. This has opened the door to having more real-time conversations with partners on our social channels
Instagram Story takeovers allowed us to lend our platform to other voices and increase exposure for our Goalkeepers and award winners, including our Progress Award winner, Jenifer Colpas, who took over Bill Gateās Instagram Story, reaching 135k users
Melinda Gateās Instagram Reel sharing her favorite stories from the Goalkeepers Report was the standout post on her channels, delivering 4x above average views and nearly 2x average engagements. It also received engagement from notable public figures including Mandy Moore, BreneĢ Brown, Alexis Ohanian, Malala Yousafzai, Katie Couric, and Nicholas Kristof
We focused on content that encouraged interaction with our followers, including an SDG graphic asking our followers to tell us what Global Goal they are most passionate about - this was the top-performing content leading into the Goalkeeper report launch. Additionally, we tested out Twitter and LinkedIn polls to inspire a dialog with our audience.