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Julia Decker | Creative Portfolio

CREATIVE PORTFOLIO

The Shops at Columbus Circle & Hudson Yards NYC: Social Media & Event Campaigns

I captured green carpet moments for our social channels, coordinated with the Netflix and 1iota production teams, increased audience engagement, and drove earned media coverage from People, Entertainment Tonight, NY Post, ESPN, Page Six, Golf Week, InStyle, and ABC News.

Happy Gilmore 2 Movie Premiere at The Shops at Columbus Circle
  • In-Feed IG Reel Organic:
    • Views: 21,527
    • Likes: 3,292
    • Comments: 62
    • Shares: 179
    • Saves: 57
    • New Follows: 200
  • IG Stories Organic:
    • Content Pieces: 12 Total Views: 4.7K
  • Tik Tok Video Organic
    • Views: 1,395
    • Likes: 59
    • 838 new viewers on July 22nd

Mattel’s 80th Anniversary Campaign

Objective

  • Market a campaign celebrating Mattel’s 80th anniversary that highlights the company’s relevancy throughout the years, but catered to today’s pop culture fans.
  • 1-year traveling interactive exhibition of unique and eclectic art showcasing Mattel’s iconic past, present, and future influence in Pop Culture.
  • Rebranding of iconic products but with a modern twist

Strategy

  • Celebrate Legacy & Heritage
  • Engage Multiple Generations
  • Leverage Limited-Edition Products and Collectibles
  • Interactive & Shareable Experiences
    • Monster High Black Carpet Makeover: Interactive Mirror where you can Try on Spooky Outfits
    • VR Hot Wheels Experience
    • 80th Anniversary Memorabilia – Magic 80 Ball

Magic 80 Ball – Featuring Popular Slang throughout the Years

Product Model of Magic 80 Ball

Sounds at the Circle Concert Series: Event Marketing

Objective

  • Create excitement and community engagement leading into the holiday season.
  • Encourage on-site spending via promotions such as $5 Shake Shack vouchers.
  • Partner with local artists and organizations like Jazz at Lincoln Center and Concerts in Motion to showcase talent and attract diverse audiences.

Strategy

  • Curate a Multi-Genre, Family-Friendly Music Lineup
  • Promote Across Multiple Touchpoints: Social media, newsletters, and in-venue signage communicated dates, performers, and perks.

Results

  • Foot Traffic: Thursdays saw a 40% increase in visitors to the 2nd Floor, especially during peak performance times.
  • Revenue: Shake Shack promotions and increased dwell time contributed to higher on-site sales.

Itinerary Style Social Campaign

@theshopsatcolumbuscircle

Looking for how to spend the day in NYC with your kids? We’ve got you covered: 📍Museum of Natural History, West 79th and Central Park West 📍 Shake Shack, 3rd Floor 📍 Paper Source, 3rd Floor 📍 Williams Sonoma, Ground Floor #NYCWithKids #SummerInNYC #FamilyItinerary

♬ Passion – Milky Chance

Objective

  • Increase visibility for dining tenants and promote the destination as a foodie hub; raise seasonal shopping awareness; highlight fashion tenants; and boost Reel-based engagement during peak summer foot traffic months.

Strategy

  • Layered Value Driven Hooks: “Where to shop elevated basics”or “New Knitwear at Alo”
  • Use close-up, high-quality food visuals and restaurant ambiance shots.
  • Feature dining experiences tied to moments: brunch, summer cocktails, NYC weekends.
  • Lead with short-form video showcasing outfits, accessories, and store interiors.
  • Follow trend-driven formats: quick cuts, in-mirror transitions, “POV: shopping day at Columbus Circle,” and creator-inspired sound choices.

Results

  • Organic Views: 12.7K, ” A family-friendly day on the UWS” increased engagement from an average of 1,000 views.
  • Likes: 45, increased by 115% compared to the average.

Highlighted JCREW x Rouje collaboration and capitalized on the “European Summer” trend

Collaboration with Lincoln Center UWS Programming

F&B Content: “IYKYK” Social Campaign

@theshopsatcolumbuscircle

Your happiest hour just got even happier @tartinery 🍾 Every Monday-Friday from 4:00 p.m. – 7:00 p.m. enjoy half-off: 🍉 All spritzes including the seasonal watermelon spritz 🍷Wine by the glass 🍺Beer Location on the 3rd Floor. #SpritzSeason #HappyHourVibes #TheShopsAtColumbusCircle #Tartinery #Cocktails

♬ There She Goes – CYRIL & MOONLGHT & The La’s

Objective

  • Builds sense of exclusivity and community
  • Enhances share ability
  • Increases interactions
  • Drives organic reach and engagement

Strategy

  • Leverage insider knowledge
  • Short, stackable, trend-driven content
  • Encourage social identity + User-Generated Content

Results

  • Organic Views: 2,173
  • Saves: 15
  • Organic Likes: 98

Sweet Treat O’Clock Social Trend Adaption

ASMR Social Trend Adaption: Momofuku x Spindrift

Objective

  • Reinforce brand relevance by aligning with current social trends and culturally aware content.
  • Showcase the sensory appeal, flavor, and premium nature of the collaboration in a visually + audibly satisfying way.

Strategy

  • Use ASMR as the hook to stop the scroll
  • Highlight the collaboration through sensory storytelling
  • Tap into cultural relevance

Results

  • 100% Increase in Comment Activity compared to average

Ellucian: Day in The Life Series Campaign

Objective

  • Highlight company culture, career development opportunities, and collaboration
  • Increase engagement & reach
  • Strengthen brand perception

Strategy

  • Eventually expand series to the broader company across departments
  • Showcase authentic experiences to spark comments, shares, and saves
  • Build a narrative arc: start with interns’ personal journeys and progressively tell the story of the larger company ecosystem.