I was the social strategy and creative lead for Shark Week 2024 paid spend. Our primary tactic on Instagram was boosted collaboration posts with Shark Week talent. I hand selected the 5 talent we would collaborate with from our Shark Week scientists and hosts, then selected 1min or under impactful clips from their upcoming shows to highlight, which we rolled out in the 5 days leading up to Shark Week.
I produced all of the paid spend content for Shark Week 2024 and on Instagram alone this video had 6.6M views before the week was over, garnering 1M organically in the first day it was posted pre-boosting.