My Role: Co-Lead, Social Strategy & Campaign Execution

Focus: Brand Marketing • Audience Engagement • Creative Direction • Cross-Functional Leadership

Results: 2,132 Audience Votes | 125,928 Nominee Post Views | Strategy Returning in 202

The Opportunity

The Melanin Beauty Awards celebrate excellence in beauty, recognizing the products, brands, and professionals shaping the industry.

For the 2025 campaign, I identified an opportunity to expand audience participation beyond existing product voting categories by introducing public voting for beauty industry professionals.

The goal was to transform the awards from a recognition moment into a more interactive experience, allowing audiences to help decide who deserved recognition.

The Strategy

I co-led the development and execution of new audience-voting categories, including Celebrity Makeup Artist and Celebrity Hairstylist.

Working across editorial, creative, and marketing teams, I helped shape the campaign's messaging, nominee spotlights, and social promotion strategy.

By highlighting beauty professionals with connections to high-profile talent, we created opportunities for organic amplification as nominees, celebrity clients, and their communities engaged with and shared campaign content.

The Impact

The campaign generated:

• 2,132 audience votes across the two featured professional categories.
• 125,928 combined views across two nominee spotlight posts.
• Organic engagement from nominees and celebrity talent, expanding the campaign's visibility beyond our owned channels.
• A repeatable audience-engagement strategy, selected to return for the 2026 Melanin Beauty Awards.

The Takeaway

By giving audiences a voice in the recognition process, we transformed an established awards campaign into a more participatory brand experience.

The strategy reinforced a simple insight: audiences don't just want to celebrate culture. They want to help shape the conversation.