Season of Giving Campaign
Season of Giving is Sony Music Group’s annual global philanthropic campaign, activating artists, songwriters, and nonprofit partners to support communities through local volunteer events.
For the 2024 campaign, I led the digital and social storytelling strategy, owning how the initiative came to life across Sony Music’s platforms. While the overall campaign model had been established in prior years, I was responsible for overseeing execution end-to-end and ensuring the strategy was carried out consistently, clearly, and at scale.
I developed and distributed social media toolkits for artists, songwriters, charity partners, and regional Sony Music teams, providing posting guidelines, caption frameworks, and hashtag recommendations to support a shared-content approach. This enabled partners to tell their own stories while maintaining a cohesive campaign narrative across markets.
I also oversaw the campaign’s creative direction for social and digital, including refreshing the existing visual style for the 2024 campaign and guiding a video editing team on the production of a global recap video to ensure it aligned with brand standards and performed well across social platforms.
To extend the campaign beyond social, I wrote a long-form recap article for Sony Music’s website, synthesizing moments from global activations into a single narrative that documented the campaign’s impact.
This approach increased participation across teams and partners, expanded the volume of campaign content, and helped drive broader reach than the previous year. The structure and toolkit model were carried forward into the following year, reinforcing the campaign as a repeatable, scalable storytelling framework.