[ISO] Social Media Coordinator [Part-Time] by Molly Hawkins


ROLE OVERVIEW: Responsible for the deployment, engagement, moderating and reporting for WAU Clients.  You will additionally support client work and project management to ensure successful implementation and follow through in a timely manner.  Role starts at part-time with potential to grow into full-time.

CONTENT PRODUCTION: Responsible for the building  and curation of  social content.  Working closely with the Copywriters and Content Production team, you will help translate content plans and marketing needs from clients and Client Managers to submit briefs and requests to your support team. You will work closely with Client Managers, monitoring and adjusting tactics, cadence and voice as needed for each client.  Proofread and edit all marketing content for grammar, punctuation, style, clarity and spelling.

DEPLOYMENT: Work with WAU Client Managers and our CMS to ensure the deployment of regularly scheduled content, data entry of KPI’s and R&D for daily content posts. Coordinate scheduling and assist team in identifying opportunities to grow channels. Performs post performance evaluations.

ENGAGEMENT & MONITORING:  Responsible for the outreach and engagement in all social channels for specified clients in order to ensure that we are interacting with their fans and also using the channels to attract new fans.

REPORTING & ANALYTICS:  Work closely with WAU Client Managers to harvest KPI data, build reports, send to clients and look for new ways to analyze performance/develop insights.

PROJECT MANAGEMENT:  Responsible for supporting projects as needed and managing project tracking cues for each client that you are assigned.  


  • Proficient with all major social media platforms - Facebook, Instagram, Twitter, Pinterest, etc.

  • Facebook Blueprint Certification

  • Completion of Hootsuite Platform Training

  • Experience with Microsoft Excel

  • Excellent copy proofing, editing, grammar skills


  • Experience with Google Analytics or reporting on KPI’s

  • Experience and understanding of Inbound Marketing

  • Excellent communication skills, both written and verbal

  • Experience with CMS tools such as Wordpress, Shopify, Squarespace

  • Experience and/or passion for the outdoors

  • Basic understanding of SEO

  • Must love dogs

Email molly@weareunicorns.co to submit a resume and let us know what you think you could bring to the table and what you would hope to accomplish while applying with us!

Case Study: Campaign Strategy for AMGA April Fools video by Molly Hawkins


So you spent all of this money a big branded video but now what?

That is the age old question that prospective clients come to us with. They want to know how to make the content viral. Typically they will approach us after the video has already been produced. In a perfect world, we would’ve had a seat at the table during the conceptualization stage to help inform details that could impact the video's ability to go viral.

That said, it rarely happens, but We Are Unicorns had the opportunity with the American Mountain Guides Association (AMGA) to help with their strategy for their April Fools day video campaign. This would be the first campaign of its kind for AMGA so they wanted to make sure that they were set up for success. Utilizing a multi-channel approach, the goal was to use the full power of the AMGA digital ecosystem, anchored by the website, harnessing all social channels, and of course AMGA influencers and partners.

So what is the AMGA? AMGA is dedicated to creating a community for fellow lovers of the outdoors by bringing courses for training, teaching and connection building. AMGA has set the professional standard for American guiding and climbing instruction, that includes mountaineers, rock climbers, mountain culture guides, and enthusiasts.

For this comedic campaign, the AMGA decided to introduce the “Apres Discipline” as the 4th discipline. AMGA realizes the importance of adding the finer points of wine tasting, spa treatment, and fine dining has to offer for the outdoor lifestyle.

All jokes aside... It’s important for brands to think about their social media presence from a narrative and personality perspective as much or more than the aesthetic of how they present their service or product.  Utilizing a multi-channel social media approach while doing this allows brands to do this in different fun and creative ways.

Brands have increasingly adopted social media and content marketing to reach new audiences and position themselves in ways to engage those individuals. Unlike other media and marketing outlets,  social media offers an outlet for brands to have leveraged their personality attributes, in different ways, to different audiences through precise targeting. This campaign was a great way for companies like AMGA to show their fun side and find and connect with customers who may never have thought about AMGA before, perhaps engaging them in a way that draws them in to learn and discover more about the organization.

Channel Performance:

  • Facebook: engagement lift 627.6% with 44.7% ran reach

  • Instagram: Engagement lift 4,490.9% from the previous period

  • Vimeo: Over 8300 views (+8000 approx views)

  • Impressions: Over 100k in impressions

WAU helped set AMGA for success behind the scenes using the multi-channel approach. WAU did this by having teaser videos the day before, equipping AMGA ambassadors and partners with the information they need to schedule the post, as well as posting behind the scene follow up. Some of the partners were Thermarest, MSR, and Outdoor Research.

Aside from the entertainment and laughs that this generated,  the data and all involved saw the video as a success! It made these top list for Gearjunkie.com and Gripped.com The effort truly shows the potential of reaching outside of your comfort zone as a brand. People want to identify with the brands and the products that they interact with, they want to be entertained, and ultimately connect, be willing to try new things, test and learn from those tests.

How To Use Instagram Stories for Brands, Businesses & Personalities by Molly Hawkins

Instagram stories are certainly a hot topic for anyone trying to dominate the real time social media game.  With enhanced features that provide both the brand and the users added value, Instagram has found a way to enrich the way you tell your brand story, without disrupting your primary profile feed.  Below we've outlined a few high level tips & considerations for you and your team if you are thinking about dipping your toe into the Instagram Story Pool!

  • Pre-Production: Map out the timeline for your “story” narrative, plan your copy, imagery shot-list and aesthetic in advance. Their should be a “charter” for the story plan, something that each individual story should accomplish, fans should instantly “get it”.
  • Content: Nature of content should be differentiated from your regular feed. It should feel like a “peek” behind the curtain and add value to the experience for your fans. Is it relevant to your audience?
  • Format: Both photo & video are optimal for stories.
  • Framing: Always shoot in “Portrait” Mode, that means vertically. Leave room for copy, tags, graphics if necessary.  *Do not ever letterbox horizontal photos or graphics to fit the story.
  • Audio: Be aware of the audio in the environment and make sure it adds to the story.
  • Length/Timing: They can be up to 15 seconds but use an appropriate amount of time to tell your story, there is no hard and fast rule for this.
  • Filters: While adhering to your brand guidelines, be playful, utilize the native to show channel competency and relate to users within Instagram in the language that they know.
  • Stickers: When relevant, as it fits within your brand guidelines, use new stickers, filters and geolocation treatments as it shows your competency within the channel.
  • Tagging: When possible ALWAYS tag featured profiles by tagging their profile, as well using relevant hashtags.
  • Text & Copy: While adhering to brand guidelines, try to add context with brief text.
  • Links/Call To Action: Any opportunity to provide a meaningful call to action, do so!
  • Save/Exporting Your Work: Learn from your work, share with your team, save your stories!

Superfeet, super crew! by Molly Hawkins

We had the pleasure of stepping behind the lens for another Superfeet footwear shoot this fall. We trekked up to Bellingham, WA for a day trip with some dogs, some cameras, and the best damn crew around to hang out over beach vibes, hammocking, coffee and more.  Thanks to Amy and the wonderful Superfeet staff that came out to model for us!  

Check out the new footwear line and social campaigns on their website and social!

todd gillman and penny

[Case Study] MSR #48HourEpic Campaign by Molly Hawkins

What would you do if you had just 48 hours and an ultralight pack of overnight gear? MSR + We Are Unicorns answer that question with the #48HourEpic campaign.  

Case Study: MSR #48HourEpic Campaign

  • HQ: Seattle, WA
    Industry: Outdoor Equipment Brand, Retail and direct online
    We Are Unicorn Partner Since: 2012
    Services Provided: Campaign strategy, landing page design and wireframes, development coordination, asset creation, posting, ad targeting, deployment and reporting
    Channel Activated: Facebook, Instagram, YouTube, Instagram Stories, Email, Website, paid placement, ambassadors  

Last spring, Facebook and Instagram updated their algorithms to decrease growth and engagement for brands. While these platforms continue to evolve towards pay-to-play models, there are levers a brand can pull to defend itself against declining organic reach. By using unique (user-generated) content that focused on storytelling, we’d figured it would buck the trend and keep MSR in its leading position on social.

Mountain Safety Research (MSR), is one of the world's leading brands for innovative products in the outdoor industry. Their stoves, tents, snowshoes, poles, cookware, and water treatment devices are irreplaceable to their customers. Through supportive customer service and warranties, quality engineering/manufacturing, and engaging social media strategy, MSR is surrounded by a very loyal customer base that is not afraid to give shout outs on social.  We Are Unicorns created a social campaign curated to this audience, encouraging MSR fans to push what is thought possible to accomplish in a 48 hour time frame and to celebrate the #unrulydreamer. 

The idea came about last year when MSR created an internal employee challenge to test the newly developed TRAILSHOT™ -- an ultralight, pocket-sized addition to their water filter lineup. Due to the positive employee response and participation, MSR wanted to open up the challenge to all of their fans and customers to support the public launch of the TrailShot.  


Thus, the #48HourEpic campaign was born. Not just a social campaign, we planned specialized content for email, social, web, and blog to support the #48HourEpic.

Fans were asked to submit their adventure by attaching the #48HourEpic hashtag to their Instagram post or by uploading to a WAU-designed landing page -- hosted on msrgear.com


WAU designed and managed all of the creative surrounding this campaign and created the wireframe/specs for our development partner to build.

Once the challenge was live, we executed the campaign: WAU created all posts, ads, and built specific audiences to drive traffic, build awareness, and increase engagement.


We were strategic with a limited ad spend by optimizing and adjusting our audiences throughout the campaign, which helped increase our paid reach and amplify our organic reach.  


  • Awareness: Drove over a million impressions
  • Traffic: Drove thousands of visits to MSRGear.com
  • Engagement: The average person came back 3 times to check out the contest
  • Engagement: Thousands of votes
  • Engagement: Over a thousand entries
  • Growth: We saw our overall all growth and engagement level increase over the 3 months of the campaign.  
  • Hundreds of high quality UGC images and videos to share throughout the year, telling the story of MSR’s #unrulydreamers

We’d like to thank the team at MSR for working with us!. We had a ton of fun! If you are interested in what WAU can do for you, please send us an email or hit us up on Facebook or Instagram.  


Marketing & Creative Interns Wanted by Molly Hawkins


We are looking for some able and willing budding marketers and creatives to join our team!

You will be a Swiss army knife in this role where you gain insight and experience in design, photography, videography, marketing, social media, operations, and project management. Looking for someone with a thirst for knowledge and who is a self-starter interested in learning and interested in "the processes" that equate to success for our clients. You will be in the trenches along side us, learning how we put together marketing campaigns, generate leads for the business, logistics, project manage and all of the fun stuff behind the scenes that relates to design, photo & video production.


  • Marketing – Assist with management of Social Media Accounts as it relates to photo & video asset planning, production and deployment.
  • Assist with photo/video projects  - Assist on site and help out with photo/video post production and work with PSC Project Managers to prioritize video & photo needs for use in social media channels and marketing initiatives.
  • Project Coordination – Assist w/ coordinating project calendars, creating documents, & organizing.
  • Assist with generalist duties – Managing and maintaining gear, organizing/filing emails, making phone calls, etc.
  • Other - Learn fundamental business concepts across a myriad of disciplines


  • Eligible for College Credit
  • MUST be proficient with Microsoft Word & Excel
  • MUST have a basic understanding of Adobe Illustrator, Adobe Photoshop, Adobe After Effects
  • MUST be proficient with Adobe Premiere
  • Excellent written and oral communication skills
  • Must be detail oriented, possess strong interpersonal skills and positive attitude
  • Exemplary skills in organization, team player, and able to take constructive criticism
  • Must love dogs
  • Understanding of image processing and color correction is a plus.
  • Must love food

Email molly@weareunicorns.co to submit a resume and let us know what you think you could bring to the table and what you would hope to accomplish while interning with us!

Todd Gillman Latest Addition To We Are Unicorns by Molly Hawkins

Todd Gillman

We Are Unicorns, now in our 5th year, continues to look at ways to expand our offerings and expertise. We’ve added a new asset, Todd Gillman, to help us with the creation of even more unicorn magic! While Todd’s personality has certainly helped him secure positions with household brands from Yeti to Red Bull, it’s hardly the extent of his talents. Long before becoming We Are Unicorns lead Client Manager, Todd asserted himself in the marketing world as a motivated, ideas man. In this new position, Todd will explore his creative toolkit far beyond brand management and into full scale strategy. To give you a closer look at the man behind the horn-rimmed glasses, I took the opportunity to sit down with WAU Founder-Molly Hawkins, WAU Senior Strategist/Partner Chris Dickerson, and Todd to find out what they’re looking forward to in this creative fellowship.

Molly, what is Todd going to be doing here at We Are Unicorns?

Molly: “As our lead Client Manager, Todd will be at the forefront of nurturing and developing healthy communication with our clients and managing relationships. He will basically be our eyes and ears. Because of his experience, I believe that he will not only bring great ideas, but new processes and discipline to our young and growing business.”

Chris, What are some important attributes or skills that you believe Todd will bring to the WAU team?

Chris: “I am a big fan of the fact that he refers to his dog Henry as Henry Dog or HD and his hashtag is  #henrydogofficial. Aside from that, I am really excited about how he rounds out the team here at We Are Unicorns. His past work with Yeti Coolers, New Belgium Brewing, and Red Bull, three incredible brands; you’d be hard pressed to find just one person with experience with any of the brands, but all three, it is the trifecta. I am excited to have him bring that expertise to our clients, partners, and the WAU crew. We will all be able to learn a ton from him due to his thoughtful approach to marketing and his understanding of how to build and activate a brand.”

Molly, since each Unicorn brings something unique to the table, what element of Todd’s skillset/personality are you most excited about working with?  

Molly: “Todd really embodies the spirit and attitude of We Are Unicorns and all of our employees. He seems to have found that ever elusive balance between work and play. I’ve been lucky enough to work with brands and co-workers that I would first and foremost consider friends, and Todd is someone I’m excited to play alongside.”

Todd, it sounds like you’ve worked with some pretty big names, how do you think your past experience will be relevant to WAU?

Todd: “Yes, I worked for Airwalk and Red Bull as a field marketing manager while living in Colorado. When I moved to Seattle, I worked for New Belgium for 9 years and after I worked for Yeti designing and building infrastructure. At Yeti I did non-profit outreach, marketing strategy, field marketing, micro events, and media relations. From their Instagram account to their social footprint, I was a one man creative shop. I think all of my past experiences will help me with future WAU projects. ”

Molly, how do you think Todd’s skill set will apply to what WAU has got going on already?

Molly: “Todd brings wisdom that will really round out our leadership team. Coming from years of experience with outdoor and lifestyle brands, we look forward to drawing on him for fresh new ideas and perspective that will complement the team. Todd has a special way of of managing relationships with his warm personality.”

Todd, what are you most excited about accomplishing at WAU?

Todd: “Because I’ve been doing this for 5-7 years now, I see this as a huge learning opportunity to legitimize my content marketing approach in a structured setting. I hope to learn from the WAU team and broaden my experience and skills in marketing. I'm good at collaborating, brainstorming sessions, and picking out strategy. I think as a part of this team, I can accomplish a lot.”

Molly, In the past we were mostly women and now we are balancing out the sexes, do you think this dynamic will be beneficial?

Molly: “I never sought out to hire men or women. I’m looking for good people that can contribute to the work and get the job done. Almost all of our employees have come to us via word of mouth and I feel very lucky to be connected to a strong base of females in the outdoor and creative industry. I do believe that it has been very natural and organic for our staff to be female dominated but my goal is to create work opportunities for women and men alike. On that note, I do hope through WAU that we can help create more of a balance of women in business. The pool is too narrow right now.”

Chris, you’ve been here for about 5 or 6 months now. Any advice for the newcomer?

Chris: “Has it been 6 months already? WOW! Time has really flown by. I feel like I am just starting to get into the groove of things. I have learned that the crew here prefers pretzels to apples and somehow we tend to all agree on the music selection playing in the office. I’d say just take it all in, try to learn from everybody and dive in!”

Todd, if you had one weekend to go anywhere and do anything, what would it be?

Todd: “I’d gather a big fun posse of friends and charter float planes to Tofino during the longest days of summer, bringing with us all our surf and camp gear. Once there, we hire a boat and captain to drop us on a remote outer island where we spend a couple days camping, surfing, fishing, crabbing, hiking, reading books, drinking tequila around a beach bonfire, etc. The boat will come back to get us and on the way back to the float plane, we'll do a quick side trip to Hot Springs Cove for a soak before boarding the plane and returning to the real world.”

Weekends aside, since Todd’s debut on the West Coast, this weekend warrior/beer aficionado has made quite a name for himself in the marketing world—and amongst his peers. We can’t wait to see what Todd will bring to the WAU team! If you’re in the neighborhood or out for one of our First Friday Art Events, be sure to say hi!

Written by We Are Unicorns copywriter, Sarah Bauchner.