Instagram – Engagement-boosting question
BACKGROUND This project was for clients in the HR consulting and startup industries. The goal was to drive high-quality, genuine comments from each brand’s core audience rather than surface-level engagement. For the pay equity consultancy, I framed the question as something the brand was genuinely wrestling with rather than a test with a right answer, […]
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Instagram – Product launch teaser
BACKGROUND This project was for clients in the ceramics and interior design industries. The goal was to build anticipation ahead of a launch while driving direct action from the most engaged part of each brand’s audience. For the ceramics studio, I wrote a teaser that deliberately withheld the full reveal, describing only the glaze quality […]
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Instagram – Quote graphic
BACKGROUND This project was for clients in the startup and independent retail industries. The goal was to drive engagement and shares while deepening each brand’s identity through the kind of content they’d organically stand behind. For the startup incubator, I wrote a caption that extended a sharp, slightly uncomfortable founder quote by adding friction rather […]
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Instagram – Photo carousel tutorial
BACKGROUND This project was for clients in the HR consulting and interior design industries. The goal was to drive saves and position each brand as a genuinely useful expert voice in their space. For the pay equity consultancy, I wrote a six-slide tutorial that opened with a counterintuitive hook: that a pay audit can actually […]
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Instagram – Behind-the-scenes reel
BACKGROUND This project was for clients in the retail and creative industries. The goal was to build genuine brand affinity by showing the human side of each business without overproducing it. For the independent bookshop, I wrote a reel that drops the viewer into a Tuesday delivery situation mid-thought rather than introducing the brand, letting […]
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