Daphne Ciccarelle

Social Media, Brand & Influencer Marketing

Phone 908-477-7346

Email dciccarelle@gmail.com
Location New York, NY

about

ABOUT

Talented marketing professional with 4+ years of success across escalating levels of responsibilities. Expertise in early stage startups and technology industry with a passion to continue to broaden my knowledge and help bring brands to life through online and real life experiences.

PROJECTS

projects

Songfinch Brand Refresh

Challenge:

The brand was lacking a personality beyond the UGC content we had been posting for previous years, so we wanted to help legitimize the brand while also making our artists the stars of the show.

Solution:

We concepted new branding taking the brand from "Happy Tears" which was cheesy and constricting, to "Beyond Words" which plays on both the power that music can make you feel, and also the trademarked speechless moment of receiving an original song as a gift that customers experience.

My Role:
Working directly with our creative team, I helped analyze our current vs potential audiences and go through a complete creative concepting cycle. We started with researching, then moved to brainstorming, then breaking down ideas and ultimately choosing one that felt the most true to our brand. From there I developed a new strategy for socials, influencer and artist marketing, and created all of the public facing content to be used across web and socials.

Results:

Raised our follower count across socials by 50K, and engagements by ~10M month over month.
Secured a partnership with Coke Studio to cross promote our offerings.
Relaunched our content creation studio, Soundwave, which you can read all about below!

That's me!

Songfinch Soundwave

Challenge:

As a one man social media team, generating enough content that is both engaging and educational was proving to be quite the challenge. With a consistent schedule of 3-4 posts per platform (TikTok, Instagram, Facebook, Youtube Shorts) per week, we had to get creative with a solution.

Solution:

We launched Soundwave, a 4-week long content creation hub that outsourced between 5-12 artists from our artist roster to help build content for the brand, while enhancing their own social media presences. Each cycle of artists would focus on content that aligned with their personal brands, as well as meeting the needs of the brand, and any ongoing and upcoming campaigns.

My Role:

I handpicked each artist to join the team, and worked directly with them leading weekly meetings where I'd present them social trends to use on their own pages, as well as individualized prompts for their required content asks for the week. Once content was submitted I would review and provide feedback, and ultimately create copy and a posting schedule to go hand in hand.

Results:

This approach not only created viral-worthy content for Songfinch's brand pages, but helped artists hone their content creation skills for their personal pages.
Partnered with over 50 diverse artists from The Voice, American Idol and more who have worked with award winning artists like Dolly Parton, Usher, Brad Paisley (to name a few) from all over the world.
Gained over 30M views, with multiple virals videos, from Soundwave content alone.

nate Gift Express

Challenge:

We wanted to introduce nate as the new, and premiere way to shop and gift for the holiday season, focusing on our main demographic of youthful and hip NYC-based shoppers.

Solution:

We launched the weekend-long nate Gift Express pop up in the heart of Soho attracting NYC-based and visiting consumers, each of whom received $200 nate Cash to spend on sending gifts to their friends throughout the storefront. The store was train-themed to fit the holiday spirit, and featured various partner brands like Moonboot, Super Puff, and Market that were all accessible to gift with just one tap.

My Role:
I conceptualized the activation, and worked directly with the design, tech, and payments teams as the project lead to build out the flow and functionality of the pop-up. I was the main stakeholder for our external production agency, Arsenal NY and was on site for the build out as well as the live dates.

Results:

A 4+ hour line wrapped around the block of consumers who heard about the pop-up via organic viral buzz on TikTok.
2000 attendees, 1.8M impressions, 2160 downloads and 2880 in-app gifts sent
Featured in BizBash's "33 Steal-Worthy Holiday Decor and Activation Ideas From Top Brands and Venues" article.

nate True Colors Campaign

Challenge:

A human-first approach is the core of nate's mission as an AI powered app, and with our founder and CEO being a part of the LGBTQIA+ community, we needed to cultivate an inclusive and accepting community for our creators and consumers to show our support and involvement during Pride month.

Solution:

I worked alongside the creator team to conceptualize the month long campaign and spotlight 6 creators from the LGBTQIA+ community to raise awareness and funds for 6 non-profit organizations. The campaign invited consumers from all over the country to take part in each creators mission by following their nate list, and for every list follow nate would donate $1 to the respective organization. Our 6 creators and other NYC based creators came together at the end of the month to celebrate their accomplishments and party it out at the iconic House of Yes.

My Role:

I led the marketing team through the month long campaign setting goals and deadlines for the creator, partnerships, public relations, and design teams while simultaneously leading the social aspects of the campaign through organic and paid media on TikTok and Instagram, and organizing the final celebration at the House of Yes.

Results:

Spotlighted iconic creators like Davis Burleson, Emira D'Spain, Armiel Chandler and Josh Holmes.
Partnered with key LGBTQIA+ owned brands like Fluide, Noto, Usual and Home'edged.
Generated around 2480 new users, and 2M impressions.
Featured in BizBash's "Love Wins: 10 June Pride Month Events Giving Us Heart Eyes" article.

nate Creator Program IRL

Challenge:

After building out nate's revolutionary Creator Program and onboarding hundreds of NYC based creators, it was time to bring the program to life and host events to encourage creators to connect and share their experiences with content creating, while learning more about nate and generating brand awareness.

Solution:

I roadmapped nate's Creator Program IRL marketing efforts through in-person events at Naked Retail, Whalebone NYC, Billionaire Boys Club, Only NY, Little Ways, and Kind Regards. Each event was paired with partners including Skincare by Ella Rose, Venus et Fleur, Usual Wines, Bev Wines and more, and included engaging activities like custom beading stations, spray art trucker hats, and on-demand heat printing. These events expanded the creator program to new audiences, and further engaged already onboarded creators.

My Role:

I led all efforts for the events from ideation, to project management of the partnerships, design, public relations and creator teams, and owned the relationship with all external production agencies, venues and vendors.

Results:

Over 4000 new creators onboarded into the Creator Program.
Each event generated between 200K-1.5M social media impressions from creator mentions.
Built genuine and lasting connections with our creators that built brand recognition and trust.

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nate Brand Repositioning

Challenge:

Develop a new brand positioning that showcases nate's value props for consumers, and makes the education and conversion process easier to market.

Solution:

I helped with the rebranding of nate's voice, and what the messaging should look like across all platforms and through campaigns. Once the messaging was secured, I created a new strategy for nate's social media, specifically Instagram and Tiktok.

The new strategy would put nate at the forefront of all Gen Z trends, staying relevant and playful with the audience, while adding hints of nate's value props into the trends.

My Role:

After working with the larger brand team to hone in on specific and curated messaging, I then created and executed a new social media strategy which proved to be a big success.

Results:

Over 8K new followers on TikTok, and engagement rates increased significantly on both TikTok and Instagram.
Scheduled content was posted, but there was an added emphasis on posting trending content early on in the trend.
Large numbers of followers commented on TikTok posts expressing their interest in the app, or that they had downloaded the app, simply because of the silly nature of the content.
Consistent and sustainable follower growth, as well as continued growth in number of story and post mentions across both platforms from nate Creators.