Season of Giving Campaign
Nothing captures the holidays quite like giving back. Each year, Sony Music Group brings this spirit to life through Season of Giving — a global initiative supporting communities in need around the world.
From November through early December, artists and songwriters across our roster partner with local nonprofit organizations to volunteer at community events. My role was to transform these real-world moments into compelling digital storytelling, amplifying the campaign across Sony Music’s social and digital platforms.
To showcase the impact, I led the development of a social recap video, providing creative direction and feedback throughout production, and wrote an editorial article published on Sony Music’s website in collaboration with our Global Philanthropy, Social Impact & Environment team.
To expand the campaign’s reach, I spearheaded a shared-content strategy — encouraging talent, charity partners, and regional Sony Music teams to post their own moments, which we then amplified across our channels. To make this seamless, I developed custom social media toolkits for each group, complete with easy-to-follow guidelines, caption ideas, recommended tags, and curated hashtags.
The 2024 campaign more than doubled the amount of shared content compared to 2023 and reached an estimated 3.23 million people globally across Instagram, Facebook, X, and LinkedIn — proving the power of collaborative storytelling done right.