Yara’s Day Off
Facebook Watch Original Series | Meta (Facebook)
Actress Yara Shahidi partnered with Meta (Facebook) to launch Yara’s Day Off, a Facebook Watch original series featuring candid, day-long experiences with celebrity guests including Nas, Amanda Seales, and Swae Lee.
Each episode centered on organic conversations, shared activities, and authentic moments designed to spark cultural conversation.
Objective
Increase awareness and engagement for each episode release by meeting audiences where they already interacted with Yara and driving interest toward the full Facebook Watch episodes.
Strategy
I helped design and execute a social-first distribution strategy that emphasized emotional moments over promotional language. Each episode was broken into short, vertical assets built around three engagement triggers: Act, Think, Laugh—content designed to spark discussion, reflection, or humor.
Execution
Developed and distributed 40+ short-form vertical assets across Instagram and Facebook
Produced 5 promotional assets per episode timed to build anticipation ahead of release
Managed publishing and community engagement across Yara Shahidi’s social channels
Coordinated with PR teams to distribute 26 exclusive press release clips across media outlets
Amplified content through audience-relevant social placements to extend reach beyond owned channels
Outcome
The campaign generated sustained engagement across platforms and helped establish Yara’s Day Off as a culturally relevant, conversation-driven series on Facebook Watch—demonstrating the impact of audience-first storytelling at scale.
