The Universal Orlando Resort Instagram is nearly completely fueled by UGC (user generated content). After requesting permissions for content, getting images approved by license partners, and curating our feed, I am able to coordinate images with relevant brand happenings. To help announce the reopening of Volcano Bay I chose this photo of Gloria from Madagascar.

A popular video sound on TikTok say's the words "I ain't ever seen two pretty best friends." I know our Instagram audience is immersed in TikTok content and trends so any opportunity to tie that back to our brand in a fun, creative, and relevant way is acted on.

I was webmaster for Theta Alpha Christian Sorority at UF during the Summer and Fall of 2018 and 2019. I shot photos and video for recruitment and always-on social content. I shot and wrote the copy for this post.

Showcasing the destination while engaging fans was one of the approaches I took to our Instagram Stories. It is known that the more authentically users engage with an Instagram the more favor the algorithm will lend in regards to visibility of content. This is an example of how I used Instagram's native features to create engaging, gamified content for fans. This is a preview of the multi-slide story. The first slide received 165,571 impressions.

As the strategy lead for Instagram Stories I created the creative brief surrounding social posts for the holiday season and worked closely with creative partners to have graphics created committed to celebrating our diverse fans and the holidays close to their cultures and identity.

I shot photographs of some of the new food and beverage offerings coming for the holidays and created this story to show guests a preview of what's in store. The images from this story were repurposed for in-feed Instagram posts, a Twitter thread, and a Facebook post. From this we have had direct requests from fans wanting Instagram Story templates and checklists telling them where to try each of the items that allows them to check off and share with their followers what they've experienced.

When Instagram Reels first launched I quickly created the brand's first reel. Knowing the legal implications of using music I went in park, captured a clip of one of our original content entertainment offerings the "Beat Builders" and used it as an opportunity to welcome ourselves into the new digital space. The post received 478K views, 21.7K likes, and 386 comments.

I created this Instagram Reel to get our fans excited for the new holiday merchandise and show off the new Earl the Squirrel Plush. Drawing inspiration from popular TikTok I created this in park being mindful of music limitations, avoiding facades that would need approvals, and any potential legal complications. This post generated 173K views, 58 comments and 4,847 likes.

Capturing UGC goes far beyond just images. Sometimes the best content are the fan-captured moments that you just HAD to be there for. While collecting UGC we found this video shared by this boy's mother of him dressed up as the Universal Studios Hollywood Tram as a Transformer. I converted the video's dimensions to work for a reel, wrote the copy, and scheduled it. The post received 232K views, 16.8K likes, and 135 comments.

Staying on top of pop culture happenings and being aware of what's coming up next is one of the ways I can get a head start on creating timely/trendy content. I knew that the long-anticipated Spiderman: No Way Home trailer would be releasing and wanted to make a nod to it from our Twitter account that would help the fans get excited and feature our rides and the Intellectual Properties featured in our parks without needing approvals from License Partners.

As part of Universal Orlando's #UniversalAtHome campaign we supported recipe blogs inspired by foods in the parks.

I started creating weekly encouraging tweets for our followers to show that we are the biggest fans of our fans.

VooDoo Doughnuts was made available to mobile order on the Universal Orlando Resort app. I communicated with our VooDoo Doughnuts team, shot and edited this photograph, and created copy that would stand out and communicate our announcement to our UOAPs.

I started creating weekly encouraging posts for our followers to show that we are the biggest fans of our fans.

Following the events of the Marjory Stoneman Douglas High School shooting, I was privileged to announce the growth of the Osceola County Sheriff's Office's School Safety Division. I created the drone footage and edited it into a 20 second video. I distributed the information in a format that all community members could understand and celebrate the success for the students and teachers of Osceola County. The post reached 36k views and was broadcasted on local news stations.