As part of the strategy team, I helped shape the content and social approach for Do Good, Do Beautiful, a campaign built around female-led activism, sustainability, and aligning the brand voice with impact. We worked across Instagram, Facebook, and editorial channels in partnership with Refinery29.

Campaign Context & Strategy:

• Objective: Elevate Alba Botanica’s identity beyond product — to embody its core values of clean beauty, environmental stewardship, and women’s empowerment.

• Approach: Tell the stories of real women working to create positive change—activists, educators, conservationists—and position them as the living embodiment of the brand promise.

Influencer Strategy:

We selected voices whose work naturally aligned with the brand’s ethos—people doing good, embodying sustainability, activism, or community impact. Some of the panelists / featured voices included:

• Hilarey Benda: founder of Beople’s Buddies Animal Rescue, linking animal welfare to environmental care

• Marguerite Nesteruk: urban gardener and farm‑to‑table educator, connecting people and soil

• Lauren Galley: mentor, author, advocate for girls’ empowerment and confidence

• Ocean Ramsey: marine biologist and conservation advocate, bringing ecological awareness

• Andrea Pippins: author focused on self-love, natural beauty, authenticity

Results:

• “Meet 6 Gen Zers” Instagram Story exceeded target by 32K+ impressions

• Carousel on Refinery29’s Instagram reached 759K+ impressions

• Sustainability-focused posts drove highest engagement and profile visits

• #DoGoodDoBeautiful mentions rose 40% on launch day

• Increased site traffic via posts featuring grantees in first frames