@StreamOnMax TikTok Social Strategy Relaunch
Led relaunch of social strategy for @StreamOnMax TikTok following the rebrand from HBO Max to Max. Driving 28.7M engagements, 731M views, and a 300K+ follower increase, growing the account to 4M in Q2 of 2024. Used social listening to identify content resonating with the TikTok audience, aligning content with trending pop culture, fandom moments, and Max's diverse programming slate. Focus on high-performing evergreen titles and engaging social-friendly content from current shows.
Report and analyze social content performance to internal team, cross-functional partners, and leadership.
Featured Work: House of the Dragon Negroni Spagliato, House of the Dragon Get To Know, The Losers (MaxGetsMovies)
Content Ideation and Production
Concept, produce, and publish shortform and longform talent social content across platforms, including the Shorty Award-nominated "Get To Know" series for HBO. Spotlight unscripted, personality-driven interviews to resonate with fans, overseeing end-to-end execution including creative direction, scripting, filming, editing, and platform-optimized publishing.
Identify, edit, and publish content from evergreen platform titles in AVID and Premiere.
Featured Work: The Penguin Colin Farrell Transformation BTS, House of the Dragon Get To Know Emma D'Arcy and Olivia Cooke, Close Up with Jenna Ortega, Barbie Get To Know, Death of a Unicorn Cast Q&A
Trends and Social Listening
Identify real-time trends and community sentiment to create timely, relevant social content. Conduct daily social listening across Twitter/X, Reddit, TikTok, and Instagram to track cultural moments, niche conversations, and emerging memes.
Concept, create, edit, and publish social content across @StreamOnMax, @OnMaxPop (HBO's Gen Z pop culture account), @a24 and @a24closefriends (A24's Membership Program). Experienced with social strategy and publishing across platforms, including Instagram, Facebook, TikTok, Twitter/X, Youtube, SMS, Email, and Threads.
Featured Work: Dune Part Two Timothee Chalamet Lookalike Contest, The Legend of Ochi Plushie, The Last of Us You Are What You Eat, The Brutalist Intermission Tweet Roundup, Babygirl Tweet Roundup, Babygirl Father Figure (ft. Pedro Pascal), Succession x Charli xcx Apple
Social Strategy and Key Launches
Led social strategy and key content launches across HBO and A24 social platforms, including trailers, sneak peeks, talent announcements, merch, and exclusive first looks. Ensured each rollout was strategically timed, creatively packaged, and tailored to platform-specific audiences to maximize reach and engagement.
Social strategy lead on key titles like The Penguin, Dune: Prophecy, The White Lotus, and The Last of Us.
Featured Work: A Knight of the Seven Kingdoms First Look, Materialists Poster 1, House of the Dragon Season 2 Trailer, AAA24 Membership Relaunch, Materialists Poster 2, Materialists Trailer, The Last of Us Season 2 Sneak Peek, The Brutalist Merch
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© Jiayi Ma 2025