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DC Comics

My Role
  • Brand Advocacy
  • Long-Term Strategy
  • Revenue Optimization
Client
  • DC Comics
The Challenge

Executing DC Comics’ annual Pride campaign requires more than simply posting celebratory content. The challenge is to authentically honor and highlight the history and ongoing contributions of LGBTQIA+ characters and creators within the DC universe, engaging a passionate community while driving sales of the annual DC Pride anthology comic and related merchandise.

The core hurdles involve maintaining authenticity, managing complex community conversations, and achieving significant e-commerce conversion throughout the month of June, year after year.

My Role & Solution

Across three consecutive annual campaigns, I was central to developing the ongoing digital and social strategy, focusing on creative storytelling, ethical community management, and direct sales funnels.

  • Year-Over-Year Content Evolution: I managed the content calendar, ensuring a fresh and evolving approach each year (e.g., focusing on creator interviews in 2022, character spotlight deep-dives in 2023, and fan art features in 2024). This sustained strategy prevented content fatigue and maximized engagement longevity
  • Ethical Community Management: I led the daily execution of social listening and moderation, crafting response protocols for sensitive community feedback and proactively engaging with fans to foster a positive and inclusive digital environment for all campaign elements
  • Direct-to-Retail Conversion: I integrated custom e-commerce links and visually optimized product-focused assets (comics and merch) directly into social media posts, shortening the purchase path and driving immediate conversion from brand awareness
Dcpride v1
Impact & Results (Three-Year Consolidation)

The consistent and targeted approach resulted in significant growth for both brand sentiment and product sales over the three-year period.

  • Sustained Sales Growth: The coordinated digital strategy contributed to an average 28% year-over-year growth in direct online sales of the DC Pride anthology comic and related merchandise (2022 vs. 2023, and 2023 vs. 2024 figures combined)
  • Community Sentiment Achievement: Across the three campaigns, the social media presence maintained a remarkable average 92% positive-to-neutral sentiment rate in conversations specifically tracked around the campaign hashtags and content
  • Significant Organic Reach: The campaigns collectively generated over 45 million total organic impressions throughout the three June periods, demonstrating the power of authentic content to achieve massive reach without relying solely on paid media
  • High Engagement Rate: The use of targeted, interview-style content drove an average Engagement Rate (ER) of 15.5% on dedicated creator spotlight assets, significantly outperforming the industry standard for branded publishing content
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