01 — Project details

Scott Wiener for Congress is a high-profile campaign for California's 11th District — the San Francisco seat long held by Nancy Pelosi — where I serve as the social media manager. Running the campaign's entire social presence across nine platforms, I grew the audience to 350K+ followers and drove over 105 million impressions at a 7.4% engagement rate in just over eight months.

02 — Creative process

To turn complex policy into content people actually stop to watch, I developed a repeatable system of formats: rapid-response videos, policy explainers, and trending pieces. I manage everything end-to-end — trendspotting, scripting, filming, editing, graphic design, copywriting, scheduling, influencer seeding, and community engagement. I've also coordinated content collaborations with creators, influencers, and fellow elected officials, and produced endorsement videos with partner organizations. Underpinning it all is an analytics-driven strategy that turns reach into donors, volunteers, and voters.

03 — Results

• Grew the campaign's audience to 350K+ followers across nine platforms (Instagram, Facebook, X, TikTok, Threads, LinkedIn, Reddit, YouTube, and Bluesky), driving 105M+ impressions and 7.4% engagement in just over seven months — a 1,508% jump in net audience growth over the prior period.

• Generated nearly 8M engagements and 32M video views, with top-performing posts surpassing 400K likes.

• Scaled TikTok from a standing start to 56K+ followers (+6,266%) at a 13.7% engagement rate — the campaign's highest-engaging platform.

• Grew Facebook to 76K+ followers (+7,242%) and Instagram to 72K+ followers (+797%), building a multi-platform footprint that consistently outpaced expectations.

• Raised engagement rate to 7.4% even as the audience grew by 57% — a rare result, since engagement almost always declines as accounts scale, indicating an audience that got more invested as it got bigger.

• Drove 1.1M+ inbound messages (+235%), turning passive reach into direct community engagement at scale.

• Built an analytics-driven content engine that converts attention into donors, volunteers, and voters.

I paired a viral audio with unflattering images of Trump to create a criticism on the President's health and fitness, speaking directly to TikTok's Gen Z audience.

I paired the viral Jon Hamm trend with a scathing tweet from Elon Musk to create an "anti-endorsement" video.

Senator Wiener is known for his impressive height. So I took the opportunity to riff of of a Reddit comment and create a satirical script.