WeCreate408 Campaign

A multi-channel campaign driving community participation through creative expression

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

Role: Lead Campaign Strategist & Program Operations

Agency: Zooka Creative (Client: City of San Jose)

Channels: Web, Social, Paid Media (Meta/Google), Radio, TV, Print, Email

Key Impact: +569% YoY Sign-Ups | 3.7M+ Total Impressions | 24.8K+ Web Visits

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 objective was to expand public awareness, drive sign-ups, and ensure accessibility across a broad, diverse population.

The campaign strategy focused on lowering the barrier to entry through daily, accessible creative prompts, amplified by a fully integrated multi-channel media strategy and localized community outreach.

Key Results

2,080 new sign-ups (+569% YoY growth)
3.7M+ total impressions (+525% YoY increase)
24.8K+ website visits (+382% increase)
796 sign-ups via Meta Ads (top-performing acquisition channel)
300+ user-generated posts & 256 campaign hashtag uses

Contributions

Campaign Strategy & Planning
- Formulated the overarching multi-channel campaign strategy, project schedule, and channel distribution plan.
- Defined target audience personas and engineered a multi-language content framework across English, Spanish, and Vietnamese.
Multi-Channel Asset & Production Management
- Coordinated end-to-end asset rollouts across social, email, paid media, radio scripts, Spotify audio, TV, and localized print.
- Managed end-to-end influencer partnerships including selection, outreach, contract negotiation, and content management.
- Directed content calendars and publishing schedules across internal and external cross-functional teams.
In-Flight Optimization & Executive Reporting
- Monitored daily campaign performance via Meta Ads Manager and GA4, reallocating ad spend in real time to maximize conversions.
- Delivered post-campaign executive reporting detailing channel performance, budget efficiency, and strategic recommendations for future activations.

Campaign Highlights

Low-Barrier Engagement: Promoted daily low-barrier creative prompts across multi-channel paid and organic media to drive rapid participation in 10 minutes or less.
Multi-Language Accessibility: Expanded regional reach by deploying localized messaging across diverse San Jose demographics.
Community Co-Creation: Leveraged user-generated content, influencer partnerships, and hashtag tracking to foster active civic participation.