ADCOLOR
ADCOLOR is an annual hallmark event gathering the foremost thought leaders across advertising, marketing and tech.The motto is simple: Rise Up. Reach Back. Each year, the organization convenes 1K+ attendees for a 3-day conference and awards to celebrate, empower and uplift diversity initiatives. Since 2018, Whitney has served as the Chair of the ADCOLOR Content Team. In this role, Whitney oversees social media strategy, content production and community development. Here are some of her accomplishments since joining the organization:
Whitney established the Content Team structure, to address the content needs of the organization. Presently, the team is broken into pods based on their skills and experience (Engagement, Editorial, Creative), with a pod leader that manages timelines and deliverables for each group. These leaders communicate directly with Whitney and her co-chairs.
She developed the on-site strategy for social media coverage during the conference and awards.
She pioneered ADCOLOR’s talent-first social media strategy by working closely with past conference and awards hosts (Jeannie Mai and Bozoma Saint John) to create and share content in real time.
Case Study
Problem: The ADCOLOR Content Team needed to increase chatter about the conference theme in advance of the 2018 Conference and Awards.
Solution: Jeannie Mai was the 2018 Conference host and also had a massive audience on social media (1.5MM). In the days leading up to the conference, Whitney worked directly with Mai to develop an on-site social media strategy, but also suggested a live Twitter Q&A to bolster engagement. On the day before the conference, Whitney and a member of the team met Mai in her dressing room at The Real, and conducted a live Q&A using her Twitter page and the official ADCOLOR handle. Mai talked about her decision to host the conference that year and also, shared her own story around the conference’s theme, #TakeAStand. This tactic increased hashtag impressions by over 50% on Twitter.
