WeCreate408 Campaign

Led an integrated multi-channel campaign for the City of San Jose, increasing community participation by 569% YoY and generating 3.7M+ impressions across digital, broadcast, and print channels.

Key Impact

2,080 new sign-ups — a 569% YoY increase in community participation.
3.7M+ total impressions — a 525% YoY increase in campaign reach.
24.8K+ website visits — a 382% increase in traffic.
796 sign-ups from Meta Ads, making it the campaign's top-performing acquisition channel.
300+ user-generated posts and 256 campaign hashtag uses, extending participation beyond paid media.

Role: Lead Campaign Strategist & Program Operations
Agency: Zooka Creative
Client: City of San Jose
Channels: Web, Social, Paid Media, Radio, TV, Print, Email

Project Overview

WeCreate408 is a month-long initiative encouraging San Jose residents to participate in creative expression during California Arts, Culture, and Creativity Month. The primary objectives were to increase awareness, drive participation, and make the campaign accessible to a broad and diverse audience.

The campaign centered on daily, low-barrier creative prompts that could be completed in 10 minutes or less, supported by an integrated media strategy and localized community outreach.

Contributions

Campaign Strategy & Audience Planning
- Developed the integrated campaign strategy, project schedule, and channel distribution plan.
- Defined target audience segments and developed a multilingual marketing framework across English, Spanish, and Vietnamese to promote daily creative prompts and drive community participation across digital and local channels.
Multi-Channel Campaign Execution
- Coordinated campaign asset production and rollout across social, email, paid media, radio, Spotify audio, TV, and localized print.
- Managed influencer partnerships from selection and outreach through contract negotiation and content delivery.
- Directed content calendars and publishing schedules across internal and external teams.
Performance Optimization & Reporting
- Monitored campaign performance through Meta Ads Manager and GA4, reallocating paid media spend based on performance to improve conversions.
- Analyzed channel performance and campaign outcomes to identify the strongest acquisition opportunities.
- Delivered post-campaign reporting with performance insights and recommendations for future activations.