Humanizing the Icon: “The Man Behind the Monument”
Digital Media Marketer · Organic Social Lead
July 2024 – July 2025
George Washington is one of the most recognizable figures in American history. But for Young Washington, the challenge was to introduce audiences to the person behind the portrait: the ambitious, imperfect, determined young man whose experiences shaped the leader he would eventually become.
As the film's sole organic social media manager, I developed and executed a year-long social strategy designed to build conversation around Washington's story rather than politics. The campaign combined character-driven storytelling, historical education, cast-focused content, live event coverage, trending formats, memes, and strategic collaborations to make the story accessible to both longtime history enthusiasts and younger audiences discovering Washington for the first time.
From Tribeca to Washington, D.C. to the film's world premiere in Nashville, I took the campaign beyond the screen and onto the ground, creating original content with the cast, filmmakers, partners, and audiences experiencing the film firsthand.
Organic Strategy
Content Production
Talent & Partner Collaboration
Live Event Coverage
Community & Audience Engagement
Reporting & Insights
Content Pillars
Organic Social Strategy
✳︎
Content Production
✳︎
Live Event Coverage
✳︎
Talent & Partner Collaborations
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Organic Social Strategy ✳︎ Content Production ✳︎ Live Event Coverage ✳︎ Talent & Partner Collaborations ✳︎
Campaign Goals
Humanize the Icon
Show audiences the young man behind one of America’s most recognizable names
Use interviews, event coverage, and social collaborations to let the people bringing the story to life become past of the campaign
Elevate the Cast
Champion Historical Accuracy
Create educational content around the historical moments, people, and dates depicted in the film
Engage audiences through character-first content that introduces each key figure’s motivations, conflicts, and connections
Lead with Character
Use trends, short-form formats, and culturally relevant hooks to introduce historical subject matter to younger audiences
Engage the Next Generation
Position the film as a meaningful, conversation-starting experience for families by highlighting its values and ability to both educate and emotionally resonate across generations
Inspire Family Viewing
The Results
3M+
Post Impressions
80K+
Post Engagements
1.2M+
Views
FROM THE FEED TO THE FIELD
A social campaign shouldn't only tell audiences that something is happening. Sometimes, the social team needs to be there when it happens.
TRIBECA FILM FESTIVAL
Festival coverage, cast interviews, audience moments, and original social content.
WASHINGTON, D.C.
On-location promotional content connecting the film to Washington's historical legacy.
NASHVILLE WORLD PREMIERE
Live premiere coverage, fan reactions, cast interactions, and social collaboration opportunities.
When the audience becomes the story…
One of the campaign's most-viewed pieces wasn't a traditional promotional asset. It was a genuine audience reaction: high school students cheering during the film's credits before erupting into a "USA! USA!" chant.
Organic social works best when the people behind the story are part of the story.
The Young Washington campaign reinforced the value of having a dedicated organic social presence on the ground. Influencer and partner amplification can extend a campaign's reach, but audiences also want to experience major moments through the voice of the official social channels.
Being physically present at promotional events created opportunities that could not have been planned from behind a desk: spontaneous audience reactions, personal interviews, behind-the-scenes moments, and direct collaboration with cast and filmmakers.
The campaign also showed me how much stronger social collaboration can become when organic strategy has a dedicated owner. Working directly with talent, filmmakers, and partners helped streamline collaboration and create more authentic points of connection between the film and its audiences.