Focusing mainly on Instagram, I crafted the brand voice and grew and engaged with the community. I worked closely with the Director of Editorial Content to plan the content calendar, ideate social concepts and campaigns, and execute our strategy by posting and organically interacting with our digital community.

A key aspect of my role included working with TRTS’s many nonprofit shower partners to get content and tell the story of homelessness upon which the brand was built. This storytelling was a key part of our content strategy. I advised the nonprofit partners on how to capture quality images as well as questions to ask their shower guests, and then adapted the content for our social channels.

As the brand was getting started, I also supported with microinfluencer campaigns and influencer gifting. This helped build organic momentum and conversation on social media, with organic influencer and celebrity posts including from Hilary Swank.

After a few years of steady growth on the TRTS Instagram, I wanted to jumpstart a big increase in follower count, engagement, and brand awareness. TikTok had recently taken off, so I capitalized on this momentum.

Working with the brand manager, I started creating content for TRTS on TikTok. We first focused on product based content - but weren’t seeing results.

I adapted our strategy to focus on our mission and education around homelessness and hygiene. This was a success, and our videos started going viral. This sparked product sales, brand awareness, a big spike in followers, and importantly, the destigmatization of issues around homelessness.

Our top videos included:

• Exclusionary architecture- 15.4M views

• How much would it cost to end homelessness?- 130.2K views

• Vacant NYC shelters - 55.9K views

The final pillar of my work involved planning brand partnerships and activations. All partnerships were focused around TRTS’s mission of bringing mobile hygiene to the unhoused. Below are some of the key partnerships I supported.

My first activation with TRTS was The World’s Big Sleepout - a night where people around the world slept outside to show solidarity with homelessness. At the NYC sleepout, TRTS had a build-out with sinks and a photobooth, and celebs like Will Smith helped raise awareness for the issue.

I also helped with TRTS’s first Pop Up Care Village (PUCV) in Brownsville, Brooklyn. The concept was started by our nonprofit partners as a way to bring all the resources that people on the streets need to one, central location - a simple but effective method to empower those living in poverty or on the streets. We organized an incredible gorup of nonprofits to pop up at the Care Village - including legal service orgs and free vaccinations - and passed out hundreds of TRTS products.

Leveraging our platform for good, I helped start a TRTS podcast, hosted by philanthropist Darius Baxter. The podcast featured guests from employees at our nonprofit partners to celeb chef Andrew Zimmern, who has previously experienced homelessness.