My first tentpole campaign was for The Secret Life of Pets. Through a strong trust with Universal, we were given the green light to test unique, innovative marketing strategies.

Our organic strategy was our first focus, where we produced witty, entertaining creative that leveraged each character's personality to provide a unique twist to social holiday content.

We quickly learned that our fans were very passionate as they flooded our comments and tags with photos of their pets. We leveraged this momentum and relatability of the special bond we share with our pets to launch various UGC campaigns.

• National Pet Day - We seized the opportunity to make this day our own. Our UGC campaign, #Pets411, was even featured on The Today Show.

• National Pet Month - Throughout the month of May, we invited fans to share photos of their pets with us on a weekly basis, and then showcased them on our pages.

• Secret Fan Clubs - We created Facebook albums for each character and encouraged fans to let us know which was their pet’s favorite. We then took fan photos, added ‘badges,’ and then re-uploaded them to the corresponding album.

• #FanArtFriday - We featured fan art on a regular basis, which eventually inspired our #FanArtFriday series as part of our home entertainment campaign.

We also had the chance to explore less traditional social platforms:

• On Pinterest, I curated related re-pins and built platform-specific content. My team became the first brand to test Pinterest's new video ad pin, which was a massive hit and even earned a place in their capabilities deck for years to come.

• On Snap, we established a brand-specific channel and ran mini-activations. One stunt involved asking fans to submit photos of their pets, which we transformed into superheroes. A favorite of mine was our 'A Day In The Life' series, where we shared updates throughout the day from the POV of a cat/dog.

Thanks to the success of the theatrical campaign, we were invited to continue the initiative across Home Entertainment, Franchise, and The Secret Life of Pets 2, making it my longest-running project to date. I poured my heart and soul into this project as I fully embodied the brand for multiple years.