Social Media Management
Phillips - 2022 to Present
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Background
As the Social Media Coordinator at Phillips, I plan, develop, and implement a cross-platform strategy for @phillipsauction and @phillipsjewels accounts, leveraging influencers, partnerships, and external creative services including photography, animation, and videography to build campaigns and evergreen content. I also manage the cross-platform social media calendar, ensuring the timely deployment of content and a consistent brand experience across platforms with over 300K followers.
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Cross-Platform Strategy
ULTIMATE Ellen von Unwerth
For Photographs, London in November 2022, I developed and implemented a cross-platform social strategy to specifically promote the ULTIMATE Ellen von Unwerth polaroids available at auction. The majority of these works were created during editorial assignments for international publications, including American Vogue, Vogue Italia and The Face, in the supermodel heyday of the 1990s.
Objective — Raise awareness about the polaroids, Paris highlights, London viewing
Platforms— Instagram, Twitter, Facebook, YouTube, Pinterest
Content—
Instagram Reels (also in Feed): Ellen Von Unwerth interview
Instagram Stories
Pinterest Board
UGC: British Vogue IG post, Ellen von Unwerth IG Post, Paris Hilton IG Story
LinkedIn: Vogue article press highlight
YouTube: Full length interview
APAC Channels — Weibo: feed post featuring 9 highlights
Messaging — “A model turned photographer, @ellenvonunwerth gained worldwide recognition for the now-iconic 1989 Guess campaign that helped to launch the supermodel @claudiaschiffer. Phillips is pleased to announce ULTIMATE ELLEN VON UNWERTH, an exclusive selection of 20 unique Polaroids taken by the celebrated photographer Ellen von Unwerth. The majority of these works were created during editorial assignments for international publications, including @voguemagazine, Vogue Italia and The Face, in the supermodel heyday of the 1990s.This curation, showcasing Ellen’s instantly recognisable images of strong, sensual and playful women, will be unveiled for the first time in Phillips’ Paris galleries from 7 to 11 November.”
Rationale — For this strategy, it was important to treat this as a collaboration between Ellen von Unwerth and Phillips to highlight the one-of-a-kind stories behind each of the polaroids. By giving the platform to Ellen to tell the stories herself, we engaged our audience not only with recognizable models but with the context that makes these works unique. Ellen’s studio provided insight into her lifestyle in addition to being a backdrop for the interview.
Outcome — On Instagram Reels, Ellen’s interview achieved over 30K views.
We visited Ellen von Unwerth in her Paris studio to discuss her life in photography, the charm of the Polaroid and female empowerment, and to look through her extensive collection of fashion-shoot Polaroids. Many of these Polaroids had been specially chosen for the Photographs sale in London in November 2022.