WeCreate408 Campaign

Project overview
WeCreate408 is a month-long initiative designed to encourage San Jose residents to engage in creative expression during California Arts, Culture, and Creativity Month. The campaign needed to increase awareness, drive sign-ups, and make participation accessible to a broad and diverse audience.

The strategy focused on lowering the barrier to entry through simple, daily creative prompts and amplifying participation through multi-channel distribution and community-driven content.

Results

• 2,080 new sign-ups (+569% YoY)

• 3.7M+ impressions (+525% YoY)

• 24.8K+ website visits (+382% increase)

• 796 sign-ups driven by Meta (top-performing channel)

• 300+ community participation posts and 256 hashtag uses

Role & contributions

• Led campaign strategy, planning, and execution across digital and traditional channels

• Defined audience segments and developed multi-language campaign approach (English, Spanish, Vietnamese)

• Managed multi-channel execution across social, email, paid media, radio, TV, and print

• Oversaw content calendar, influencer coordination, and campaign rollout

• Monitored performance and optimized campaigns in real time to maximize engagement and budget efficiency

• Delivered post-campaign reporting with insights and recommendations

Campaign highlights

• Designed daily creative prompts to encourage low-barrier participation (10 minutes or less)

• Drove community engagement through user-generated content and hashtag participation

• Expanded reach through a fully integrated, multi-channel campaign strategy