Social Media

For over two years my team led the creative for Waymo’s social media channels, working across evergreen organic and paid social, tentpole social activations, brand campaign support, brand partnerships, as well as digital, and out-of-home campaigns. We crafted a humanistic lifestyle brand on social media for an autonomous ride-share service that connected with and expanded Waymo’s core audience, exceeding all of our metrics and goals set for each year.

We Get You There Social Campaign

At a time when trust in AVs were at a low due to competitor missteps Waymo needed to build trust among it’s core community in San Francisco. We created the safety-focused campaign, “We Get You There” which consisted of personal stories from Waymonauts, Waymo riders, as well as snackable content that reinforced RTBs.

Cultural Moments

Throughout the year we would leverage insights and rider sentiment to play into key cultural moments. On major holidays we’d leverage conversations already happening on social media, such as the joy of a judgement free driver on Halloween or brand love on Valentine’s Day. For April Fool’s Day we played into the conversations around how riding with Waymo was like riding in the car with your extra cautious grandmother.

Brand Partnerships

Throughout the year we would partner with people and organizations in Waymo service areas to grow brand awareness and followers.

Organic Social and User Generated Content

Waymo’s biggest fans were very active about sharing their love for the brand, so we created a variety of evergreen series that could easily be plugged into social channels, resharing the sentiments of our biggest advocates, and the unique perspectives and experiences they’ve had.

Senior Creative Director while at Mocean