Background:

Following the merger with Amazon, ComiXology sought to redefine its brand identity to better connect with a diverse audience of comic book and graphic novel readers, not just superhero fans. My role as part of the brand strategy team was to help reposition ComiXology as a publisher that prioritizes and nurtures its creators.

Objectives:

The primary goal was to enhance ComiXology’s brand identity, emphasizing its commitment to creators and its role in the comic book community, fostering long-term relationships with both creators and readers.

Approach:

I developed a comprehensive social strategy centered on community engagement and brand storytelling. This included writing compelling copy, coordinating user-generated content, and managing giveaways. By diving into comic book lore, I created content that resonated with our audience, fostering a sense of belonging and encouraging daily engagement with both creators and fans.

Key Campaigns:

• Dark Horse Comic Book Giveaway: Engaged fans with interactive content, driving participation and excitement while showcasing a commitment to diverse storytelling. I coordinated with Dark Horse to secure the winners' books and produced content featuring ComiXology Originals creators to promote the giveaway and announce the winners.

• User Generated Content: Launched our first-ever user-generated content initiative, resulting in 4 engaging posts that significantly enhanced community interaction. Facilitated outreach for user-generated content, including professional Marvel artists. This campaign allowed fans to showcase their creativity and reinforced brand loyalty.

• Hispanic Heritage Month Campaign: Led influencer outreach to highlight diverse voices in the comic book community. I collaborated with talented Hispanic creators to amplify their art and contributions, showcasing their work through engaging social media content. This initiative not only celebrated the Hispanic community but also resulted in the highest engagement rates on our account, demonstrating the power of inclusivity and representation.

Through in-depth lore research and dynamic social media content, I’ve ignited community engagement by responding to comments, sparking conversations, and nurturing authentic connections between creators and fans. So go ahead, ask me about Doctor Strange’s debut appearance—I dare you! Spoiler alert: it’s a classic that every true comic book fan should know! ◡̈

Results:

• Improved engagement rates by 16% within three months.

• Reversed negative brand perceptions, as evidenced by a 10% increase in positive sentiment metrics post-campaign.

• Fostered a thriving community around ComiXology, leading to a notable 25% increase in audience interaction and participation.

Platforms: Instagram, Twitter, Facebook.