#DiscoverLA: From Hashtag to Cultural Movement (Webby Award–Nominated Campaign)
Role: Social Media Manager
Client: Los Angeles Tourism & Convention Board
Recognition: Webby Award Nominee – Social: Culture & Lifestyle (2018)
Scope: Social Content Strategy, Community-Led Campaigns, Influencer Activation
Platforms: Instagram, Facebook, Twitter, YouTube, Weibo
Recognized by the Webby and Shorty Awards for redefining LA’s digital presence with culture-driven, community-powered storytelling across global and local audiences.
Challenge
How do you redefine Los Angeles for a new generation of travelers—beyond beaches and Hollywood—and build a social media presence that feels like the city: vibrant, diverse, and unapologetically local?
Our task was to position L.A. not just as a travel destination, but as a cultural powerhouse — with storytelling that resonated globally and felt personal locally.
Brand Strategy
We approached social media as an evolving lifestyle magazine—with L.A. as the main character.
Key elements of our strategy:
Culture-forward storytelling: Showcased the city's creative and culinary scenes, under-the-radar neighborhoods, street art, and local makers
Community as co-creators: Leveraged user-generated content and neighborhood takeovers to spotlight real Angelenos and local perspectives
Global appeal, local soul: Partnered with international influencers (e.g., Daniel Henney) and local voices (e.g., Lance Bass) to bridge audiences
Editorial calendar with rhythm: Curated recurring series like “Travel Tuesdays,” cultural spotlights, and event-driven coverage (e.g., LA Pride, CicLAvia, Super Sports Equinox)
Social & Content Execution
As Social Media Manager, I led:
Day-to-day content creation and platform management (Instagram, Twitter, Facebook, and YouTube.)
Copywriting and creative direction for influencer campaigns, UGC, and editorial content
Visual storytelling that aligned with the city’s evolving brand voice — cool, inclusive, and culturally aware
Campaign coordination with the Digital and Editorial teams to align social with brand initiatives and global tourism goals
This wasn’t just destination marketing: it was a global brand storytelling play. By blending celebrity reach with local authenticity, we helped shift the perception of LA from glam cliché to global must-visit.
Campaign Highlights
Discover La La Land with Paperboyo
To tap into the global buzz around La La Land, we partnered with travel influencer Paperboyo (272K+ followers) to reimagine the film’s iconic locations across Los Angeles. His signature cutout photography style gave the campaign a whimsical edge, generating some of our highest-performing posts and sparking excitement among both movie lovers and LA superfans.
Pet-Friendly LA with Emily Wang
In partnership with content creator Emily Wang and her Instagram-famous pups, Kokoro and Chibi, we took followers on a tour of LA’s most pet-friendly spots — from boutique hotels to outdoor museums. The series not only celebrated LA’s love for animals but also drove engagement among pet owners and lifestyle travelers, spotlighting member properties in a playful, high-shareability format.
#LostInLA: Exploring LA’s Murals with Tommy Lundberg
We invited our audience to get #LostInLA through the city’s vibrant mural scene. Collaborating with photographer Tommy Lundberg and local influencers, we created cinematic cinemagraphs of LA’s most iconic street art. The result was a visually rich campaign that celebrated the city’s creative soul — encouraging exploration, discovery, and cultural pride.
We partnered with underground rap icon Nocando to create an authentic video series spotlighting key hip-hop cultural landmarks across Los Angeles. Through his personal stories and insider access, the campaign showcased L.A.’s vibrant music scene and creative spirit, connecting audiences with the city’s roots in an engaging, culturally rich way.
Nocando’s Hip-Hop Guide to LA
Nocando’s Hip-Hop Guide to LA: Slauson Swap Meet
Explore the vibrant Slauson Swap Meet with Nocando, where hip-hop culture meets community hustle. From custom gear to local legends, this spot is a cornerstone for artists and fans shaping L.A.’s sound and style.
Nocando’s Hip-Hop Guide to LA: Amoeba
Nocando takes viewers inside Amoeba Hollywood, L.A.’s legendary record store and cultural hub. This episode dives into the city’s rich music history and the place where local hip-hop heads find inspiration and rare vinyl treasures.
Nocando’s Hip-Hop Guide to LA: Fairfax
Nocando tours Fairfax Avenue, the epicenter of streetwear and sneaker culture. Known as the “Tigris and Euphrates of cool,” Fairfax is where fashion meets music, influencing trends nationwide.
Results
🏆 Webby Nomination for Culture & Lifestyle (Social, 2018)
📈 Grew Instagram from 400K to 800K+ followers in under 2 years
📷 Built one of the most engaging city tourism accounts in the U.S., with over 1M+ uses of #DiscoverLA
🌍 Created a social identity that helped shift the perception of L.A. from tourist cliché to cultural capital