Detroit Auto Show // Brand & Creative Strategy
As Brand & Creative Strategy lead, I led the complete transformation of the Detroit Auto Show, a legacy automotive event anchored in the Motor City for over a century. It was a century-old automotive institution with a digital presence that didn't match the significance of it.
I came in and rebuilt the show's entire digital identity — aesthetic, voice, content, paid media, and partnerships — from the ground up. Two years later, the show’s digital presence transformed, surpassed coastal competition and looks like something people & partners want to associate with again.
Executed on behalf of Lovio George, a Detroit-based brand and creative agency.
Carried out & directed a comprehensive paid campaign.
23k —> 53+ Instagram followers in under two years
170,000+ direct ticket link clicks from paid campaigns
8 million social impressions
200,000 streaming impressions across Hulu, Disney+, ESPN
150,000 households reached
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Led full creative strategy for the 2026 paid social and digital campaigns — sourcing high-impact assets, writing compelling copy, and directing multiple ad runs year-round. My curated creative consistently outperformed and fueled maximum ticket momentum.
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Orchestrated targeted paid campaigns across core social platforms, generating 170,000+ direct ticket link clicks and 8 million impressions. These efforts built on the refined aesthetic and audience growth I drove organically.
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Launched and optimized targeted campaigns on premium streaming platforms including Hulu, Disney+, and ESPN — delivering 200,000 impressions and reaching 150,000 households for high-caliber, intent-driven exposure beyond traditional social.
Elevated the brand’s digital presence.
With responsibilities encompassing social media management and strategy, content creation, and paid campaign execution, I drove explosive audience growth, created brand refinement and prestige, and fueled real ticket sales momentum for one of America's most historic automotive events.
From ~23k to 53k+ Instagram followers in less than two years under my full leadership, and thousands on other social platforms, I delivered editorial-quality content execution that positioned the show as a premium experience that brands and creators wanted to associate with again.
Took the social accounts from this ↓
To this ↓
Created viral announcements.
Edited together viral videos that acted as the main announcements for activations and partnerships, in tandem with PR.
Orchestrated partnerships.
I developed a partnership strategy where we collaborated with organizations, public figures, industry leaders and tastemakers on a consistent basis, further elevating the brand’s positioning and public perception.
Leveraged my intuition, experience and refined taste to create high-performing, organic digital moments.
Organic reach has declined sharply across every major platform — most brands have to pay to be seen. Getting high engagement on organic posts is the result of a strategy built around what audiences actually want to engage with. Organic content builds the trust and community that make paid spend more efficient over time. I help brands do both.
