A few of my favorite numbers
Ran GTM social campaigns for 20+ Material launches and 8+ Hardware launches during my time at Formlabs.
Scaled the @FormlabsOfficial TikTok from zero to 15,000 followers in less than 1 year.
Grew followers by over 100% on Instagram, 20% on X, 370% on Linkedin, & 10% on Facebook since joining Formlabs
Provided on-site social media coverage at 2 CockroachDB user conferences.
Increased Linkedin followers for Cockroach Labs by 230% and YouTube subscribers for CockroachDB by 15%.
Taught employees how to look at their own social numbers through advocacy and internal training programs.
Social Media Projects
Form 3 Teaser Campaign
To build excitement for the upcoming launch of the Form 3 3D printer, I worked with leadership and our creative team to build a short teaser campaign to get people excited on social media about the upcoming launch.
While most brands used April Fool’s Day to share news about nonexistent products, we used this day as a chance to clarify that we were not joking about our upcoming launch. In addition, we used our second teaser to reveal that we were not only launching a new product, but something bigger as well.
Instagram Stories for Lead Generation
To jumpstart lead generation through our Formlabs Instagram page, we turned to Instagram stories. After data-driven analysis proved that Instagram Stories drove a heavy bulk of traffic as well as lead conversions, I realized the next step would be to create pinned stories that could help introduce viewers to the capabilities of our 3D printers across a variety of verticals.
These pinned stories provided broad overviews of key concepts as well as providing links to external content such as blogs and white papers.
After these stories air, they are given a permanent home on our profile where people interested in our products can view the capabilities of Formlabs at any time.
Excerpts from our Jewelry story
Formlabs Dental Launch
In November 2019, Formlabs launched their Formlabs Dental business unit alongside the Form 3B 3D Printer. Alongside these announcements came brand new social profiles on Facebook and Instagram.
My job was to make sure that we had content that worked on multiple levels.
Non-Dental audience: Introduce Formlabs Dental as a specialized brand that is extremely committed to the dental industry
Dental audience: Showcase why the Form 3B is the best 3D printer for dental professionals
Since Launch, Formlabs Dental has a combined follower base on Facebook and Instagram of nearly 3,000.
When launching the Instagram page, we spent weeks stealthily pre-loading it with content so we would have a fully populated page we could “unveil” at launch.
Other Social Highlights
Formlabs Live Events
In 2019, Formlabs held three live events. My job was to capture the magic. For Digital Factory and Formlabs User Summit in Boston, I combined a mixture of pre-written and pre-scheduled content alongside live impromptu posting across Twitter / Instagram. When we brought this event to Berlin, I remotely worked with our EU marketing team from the US and coordinated via Slack to gather imagery to continue telling our story.
Featured on the A24 Blog
In the summer of 2018, I personally posted a tweet comparing the movie Hereditary to The Sims. This was quickly noticed by the film’s distributor A24, who went on to retweet this post. My friends and I took the next logical step, and tried remaking key scenes from the movie in The Sims 4. This process would eventually be chronicled in their blog.
Operation: Gronk
In the winter of 2012, my Social Media class at Emerson College worked together on an important team project. The goal? Get Rob Gronkowski to visit our class. The good news? We succeeded. Thanks to social media automation and persistence, he eventually visited our class to discuss social media best practices.
The other brand I manage
If you made it this far, I have an Instagram for my cat Chester.