Collage featuring a woman holding a basketball, a hand holding a smartphone displaying a smiling woman, and a laptop showing a Band-Aid Instagram page. The theme "Sports, Family-friendly, and Inclusivity" is highlighted.
A woman in a colorful dress stands with a bicycle in front of a backdrop showing a scenic outdoor path. The backdrop includes logos for "Girl Up" and "Donate a Photo" by Johnson & Johnson. The image promotes Johnson & Johnson's initiative to provide

As the project lead for my internship with Johnson & Johnson Innovation, I was tasked with developing a social media marketing campaign for BAND-AID® Brand’s OurTone product line—a collection specifically designed to match and celebrate a range of diverse skin tones. The campaign’s goal was to promote inclusivity, elevate brand visibility, and connect authentically with underrepresented audiences.

I led a team of seven interns and oversaw three specialized sub-teams:

  • Campaign Strategy – responsible for shaping the message, identifying key audiences, and mapping the user journey

  • Content Planning – developed post timelines, story arcs, captions, and multimedia content across Instagram, TikTok, and Facebook

  • Brand Alignment – ensured that all visual and verbal elements matched BAND-AID®’s voice, values, and existing brand guidelines

Working with each team required me to balance strategic oversight with hands-on support. I regularly coordinated collaborative working sessions, reviewed team deliverables, and helped each group stay on track to meet our collective goals. I also managed Band-Aid’s Instagram account during the internship—scheduling posts, analyzing engagement data, and managing the comment section to monitor community sentiment.

The biggest challenge we faced was maintaining brand voice consistency across our presentation. With multiple speakers and diverse creative approaches from each team, aligning tone, message, and structure was complex. I tackled this by hosting full-team run-throughs, offering feedback on presentation flow, and working closely with each speaker to unify the delivery while preserving their individual strengths. This experience strengthened my communication, leadership, and brand management skills—especially in high-stakes, cross-functional environments.

We presented the final campaign to the Johnson & Johnson Innovation Board of Directors and JLabs North America executives, receiving strong feedback and having elements of our campaign influence their ongoing social strategy. This project taught me what it truly takes to lead a campaign—not just the technical tools and tactics, but the emotional intelligence, flexibility, and strategic clarity required to bring a vision to life.

Band-Aid Campaign