EX Program Launch

EX Program relaunched under Truth Initiative’s Outsmart Nicotine campaign. The campaign promotes youth-focused quit support, led by the “You Got This” ad celebrating small quitting wins.

01 creative strategy

Shaped EX Program’s visual identity and social strategy through educational, practical, and community-focused content pillars.

02 performance analytics and reporting

Led bi-weekly performance reporting across organic and paid social, analyzing content trends, tone, and messaging to identify what drove results and inform future strategy.

03 community management and paid media strategy

Directed content strategy and production through briefs, scripting, and creative oversight to ensure alignment with brand messaging and engagement goals.

04 channel launch and growth

Launched and managed EX Program social channels across TikTok, Instagram, and YouTube, growing audiences to 136.9K TikTok followers, 126.2K YouTube subscribers, and 7.6K Instagram followers.