ASHLEY PARKS

DIGITAL CONTENT STRATEGIST

SKILLS

A BIT ABOUT ME

Ashley Parks specializes in social media strategy and content development. She has over eight years' experience managing and developing social media marketing campaigns, digital advertising, content and engagement strategies for consumer brands such as AT&T, Buffalo Wild Wings, Steak ‘n Shake and Two Men and a Truck.

A graduate of the University of Missouri Journalism School, Ashley has both agency and in-house experience. When she’s not reading the latest article on AdWeek, Ashley can be found wrangling her two dachshund mixes, blogging at The Parks Department, or cheering on her favorite sports teams, the St. Louis Cardinals and St. Louis Blues.

As part of AT&T’s sponsorship with iHeartRadio, AT&T provided on-site content and community management support for iHeartSummer17 in Miami Key elements included a contest, fan engagement, ephermal content and a surprise and delight campaign to award fans with tickets to the event.

Results:
- 201 replies on Twitter
- 192K impressions
- 6K engagements
- 3.21% engagement rate (4x average)
- 13 fans surprised

To commemorate the launch of #TaylorSwiftNOW on DIRECTV, U-vers and DIRECTV NOW, AT&T launched a social frenzy for Taylor Swift’s birthday on December 13. The strategy was to engage fans through each 13 chapters of the channel, as well as reward fans for tuning in. The day was regarded as the largest in AT&T history.

Results:
- 779 replies from 421 users (20x average)
- 11.77% engagement rate (53x average)

The CMA Awards celebrated their 50th anniversary in 2016, and AT&T was asked to host the Red Carpet show on AUDIENCE Network for the second year in a row. The social team attended the red carpet and award show capturing artist interivews and behind-the-scenes look, while engaging influencers to bring the action to fans across the country. Key elements included ticket giveaways, behind-the-scenes content, artist interviews and influencer watch parties.

Results:
- 174 posts across 12 social channels
- 2.5M impressions
- 73K engagements
- 171K video views
- 13.375% engagement rate
- 56.10% retention rate on ephermal content

ABC Family officially transitioned into Freeform on the same evening as its most popular show, Pretty Little Liars, returned to TV. Pretty Little Liars remains one of the most talked about TV shows on social media, with over 100 million tweets in its six-year run. During the August finale, AT&T tweeted along with fans on @Uverse as the mystery of A came to light. With its return to television in January, we felt it was a great opportunity to reach out to the large audience and tweet along once again.

Results:
- 25 tweets
- 233K impressions (25X average)
- 7,680 engagements (11X average)
- 1.87% engagement rate (7x average)

As part of the AT&T Periscope Pilot program, we developed a robust social plan to bring the annual CMA Music Festival to life with behind-the-scenes interviews from artists. The execution was driven purley by organic Twitter reach on a niche social channel, Country Deep, as well as promotion from the featured artists.

Results:
- 12 interviews
- 2,304 likes
- 653 live viewers
- 577 followers
- 314 replay viewers
- 5 hours collective viewing time

Each June, the Kimmswick Strawberry Festival hosts a variety of craft and food vendors with a focus on all things strawberries - Fresh Strawberries, Strawberry Shortcake, Chocolate Covered Strawberries, Strawberry Wine, and for the first time, Strawberry Cheesecake Milkshakes. The Steak ͚’n Shake food truck made a strong impression by giving away nearly 2,000 samples to customers at the festival. To elevate the event on social media, Instagram, Instagram Stories and Twitter were utilized to announce our appearance and share live content from the event. We also engaged a local blogger to attend the event and share her experience.

Results:
- 11 posts
- 49K impressions
- 2.7K engagements
- 2.9% engagement rate on Twitter (10x average)
- 53% retention rate on Instagram Stories

Country Deep started out as a niche music channel on AT&T U-verse, and grew into a Twitter community. This channel went largely untouched until August of 2014, when I introduced a new strategy to engage fans and take them behind the scenes of country music's largest events, including the CMA Awards, the Grand Ol' Opry, and CMA Fest. With a featured campaign of #WomenInCountry, fans gripped onto the channel as a resource for all things music, and a place to get behind-the-scenes content. As the channel adapted to the merger with DIRECTV, the fan base remained, allowing AT&T the opportunity to create new partnerships with the CMA Awards and iHeartCountry Radio.

Results:
- 50K new followers
- 11.7K mentions
- 230M impressions of #WomenInCountry

PAST AND PRESENT CLIENTS

ASHLEY PARKS

SKILLS

CONTENT STRATEGY

A BIT ABOUT ME

PAST AND PRESENT CLIENTS