Social Media Activation

For the 2016 Grammys, Crest toothpaste approached Refinery29 to develop a social-first activation to support its #StrikeASmile campaign, which aimed to keep the brand top-of-mind throughout awards season. 
As the branded content team's social media editor, I was tasked to concept ideas for the pitch.
We won with a Twitter-led activation asking users to submit selfies of their most celeb-worthy smiles for a chance to be
live-illustrated onto the Grammys red carpet by a team of artists.
We received over 900 submissions, increasing followers for both @Crest and @Refinery29 while helping to populate the #StrikeASmile campaign hashtag. 
We even got a few compliments to boot:
Art Director
Meg Lazaros
Take Me Back