I led social and event marketing across LionDanceME’s service brand and youth community program, owning strategy, content production, and campaign execution end to end. I managed two distinct TikTok/Instagram presences to drive performance inquiries, build community visibility, and support recruitment through high-performing short-form content.

  • Owned TikTok and Instagram content from filming to editing to publishing

  • Ran full event marketing rollouts and deliverables (pre-event promotion to on-site signage, content capture, and post-event recaps)

  • Owned event marketing for major programs, producing all promotional and on-site deliverables and coordinating sponsor integration across campaigns

  • Grew LionDanceME’s TikTok to 82K+ followers (+32%) and 2M likes, with top videos reaching 13.8M, 7M, and 6M views

  • Launched @liondancemeclub from scratch as a community and recruitment channel, reaching 12K followers and 640K+ likes, with a top video at 2M views

  • Raised $30K+ in sponsorships to support the inaugural high school competition and program expansion

Inaugural Interleague Lion & Dragon Dance Competition

Featured Case Study

Created for AAPI Month, the Interleague Lion and Dragon Competition highlighted youth lion dance and other cultural performances to broaden visibility of AAPI cultural arts across San Francisco high schools. Cross-platform voting and a sponsor-funded local-business prize turned each performance into shareable content, expanding reach while directing sponsorship dollars back into the youth program.

Strategy and Mechanics

Participation engine: Centered competition on 6 high school lion dance teams, with opening performances from other student groups to showcase local talent and broaden community reach

Voting loop: Winners determined by total likes across Instagram, Facebook, TikTok, and YouTube, encouraging repeated distribution throughout the competition window

Community tie-in: Sponsor-funded prize featured SF Chinatown bakeries, connecting the campaign to local business visibility and increased foot traffic

What I Owned

  • Created the competition concept and marketing strategy including campaign timeline and cross-platform rollout plan

  • Produced full creative system and deliverables

    • Social posts, shirts, banners, signages, and event-day materials

  • Directed content execution and publishing cadence throughout the campaign window

  • Managed sponsor integration, ensuring correct brand placement across materials, and led winner communications through the in-person awards ceremony announcement

Results

  • Raised $30K+ in sponsorship donations to support event production and youth program growth

  • Generated 300,000+ total views across competition content on TikTok, Instagram, Facebook, and YouTube

  • Delivered sponsor-funded prize that doubled as local business promotion, giving away 2,500+ pastries to the winning school

Tourist engagement: Visitors stopping to watch performances in Chinatown, reflecting expanded reach beyond the school community

Pre-event interview sharing the concept and goals behind the inaugural competition

Why This Campaign Worked

  • Built-in distribution: Each school became its own marketing channel, mobilizing students, families, and alumni to share and vote across platforms

  • Simple action loop: Voting was easy and repeatable, which kept momentum high throughout the campaign window

  • Community incentive: The Chinatown prize connected participation to a tangible reward and local business support

  • Sponsor visibility with meaning: Sponsors were tied to a culturally relevant youth program and received real on-site presence

Aaron Peskin (former member of the San Francisco Board of Supervisors) opening the competition

@liondancemeclub TikTok

Channel Overview

Channel Focus: Community + Recruitment

Created channel from scratch to highlight the high school teams, team culture, and trends, with friendly content designed to support recruitment and community participation.

Results

  • Launched channel to 12K followers and 640K+ likes; top video reached 2M views

  • TikTok drove ~11% of new member sign-ups per recruitment

What I Owned

  • Tracking performance and adjusting content based on what drove views, shares, and recruitment interest

  • Filming and editing of team-focused content, including trends and event recaps

  • Cross-promotion with the main brand channel to funnel interest into the youth program

@liondanceme TikTok

Channel Overview

Channel Focus: Brand + Service Inquiries

Delivered short-form content to showcase performance quality and cultural storytelling, with content designed to convert awareness into booking inquiries for events.

What I Owned

  • On-site filming and editing, with a consistent publishing cadence and recurring content series

  • Content formats that showcased talent, behind-the-scenes practice, and performance highlights

  • Community management and response flow to support inquiries and booking interest

Results

  • Maintained a 3x/week posting cadence and built repeatable series formats

  • Produced breakout videos reaching ~14M+ views

  • Grew account to 82K+ followers (+32%) and 2M likes