Social Media Campaign

With just one day’s notice, we took over social media for the Pink Snail Migration, a moving art installation that sent 35 giant pink snails from Goshen toward downtown Louisville. Moving under cover of darkness, the snails made their way to Steve’s Derby Eve at 21c Museum Hotel, raising money and awareness for Norton Cancer Institute’s Breast Health Program along the way.

We started with a brand-new Instagram account and no Facebook page. With full creative control and no approval process, we shot, edited, wrote, and posted the content, and negotiated influencer collaborations to bring the snails to a much wider audience.

As our videos spread, local news pointed people to the campaign’s social media to find the snails.

In just four weeks, the campaign earned:

• Nearly 1 million Instagram views

• Nearly 2 million Facebook views through collaborations and shares

• About 35,000 website visits

“I hired Frankie as the social media manager for the Pink Snail Migration, a 28-day moving art installation of giant pink snails traveling across Louisville to benefit Norton Cancer Institute's Breast Health Program.

She came on with one day's notice. We had a brand-new Instagram account and no Facebook page. She shot, edited, and wrote everything herself. I gave her total control and just let her do her thing.

By the end we had close to 1 million views on Instagram, nearly 2 million on Facebook (all through her collabs and people sharing her posts), and around 35,000 visits to our website in those four weeks. Honestly, I still don't know how she did it. Her content was on point every time, and it's still getting views now that the event is over.

She was fantastic to work with and captured the feeling of the whole project. She was a huge part of why the whole thing was so successful.

Don't take my word for it. Just Google “pink snail" and see what comes up.”

- Craig Stevenson

Producer, Pink Snail Migration