Playboy

Digital and Social Media

Role

Marketing Manager

Timeline

2007–2013

Team

Worked with Social House agency

Supervised all promotional content for Playboy's television and media networks. Ran social strategies for the company's official Twitter, Facebook and Instagram pages, reaching over 9M.

Key Case Study

Worked with the launch team for Playboy's Instagram page, converting the brand voice back to the gentleman and luxury tone of the 1960's. Pushed away from centerfolds and risque content and delivered a thriving page that now sits at 9M followers.

The Approach

A close relationship with the creative leads to source daily content and create an experience that would revitalize the brand. Helped shape the tone, managing copywriting and visual execution, while building alignment with the larger corporate narrative.

The Results

Thought of as risky at the time, the endeavor proved to be a major success. Playboy Instagram quickly built a loyal and engaging follower base, translating to 3x more website visits and an increase in merchandise sales. Also opened the door to more social collaborations with partner brands.