Community-first strategy for a specialty coffee roaster
BACKGROUND This project was for a client in the independent specialty coffee space. The goal was the opposite of most social media strategies: not to grow the audience, but to deepen and protect the relationship with a small, intensely loyal existing community. I started with a community health audit analyzing comment patterns, DM response rates, […]
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Product launch social strategy for a D2C homeware brand
BACKGROUND This project was for a client in the direct-to-consumer homeware space. The goal was to build anticipation, convert existing followers into buyers on launch day, and sustain momentum in the weeks following the launch of a premium ceramic kitchen storage range. I built a six-week organic campaign arc across three phases: a two-week pre-launch […]
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LinkedIn strategy for a B2B management consultancy
BACKGROUND This project was for a client in the B2B management consultancy space. The goal was to build a meaningful digital content presence on the one platform where the firm’s decision-maker audience was concentrated, without defaulting to the generic, over-polished content that makes most professional services brands indistinguishable from each other. I defined six content […]
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TikTok – Mythbusting clip
BACKGROUND This project was for clients in the fitness and food and beverage industries. The goal was to correct persistent misconceptions while positioning each brand as a credible, straight-talking voice in their space. For the running coaching community, I wrote a myth-bust that states the myth as fact first before dismantling it, because the hook […]
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TikTok – Before and after series
BACKGROUND This project was for clients in the creative and craft industries. The goal was to demonstrate the quality and distinctiveness of each brand’s work by letting the contrast do the persuading. For the motion design studio, I wrote a before and after video built around a single argument: that the brief is the design. […]
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TikTok – Quick Q-and-A
BACKGROUND This project was for clients in the handmade goods and food and beverage industries. The goal was to build credibility and trust by answering audience questions properly rather than using them as a springboard for a sales message. For the handmade leather goods brand, I wrote a Q&A reply that opens by acknowledging the […]
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TikTok – “Day in the life” montage
BACKGROUND This project was for clients in the fitness and craft industries. The goal was to build genuine audience connection by showing what a brand’s world actually looks like rather than a polished version of it. For the running coaching community, I wrote a 30 to 45-second montage that opens with something unexpected about a […]
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TikTok – Trend and quick tips
BACKGROUND This project was for clients in the food and beverage and creative industries. The goal was to build brand awareness and drive follows by leading with something genuinely useful rather than a brand message. For the plant-based meal delivery brand, I wrote a 15 to 20-second quick tips video built around a counterintuitive hook, […]
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YouTube – YouTube community post
BACKGROUND This project was for clients in the food and beverage and fitness industries. The goal was to drive channel engagement between uploads while surfacing genuinely useful audience intelligence. For the organic meal kit brand, I wrote a community post framed as a message from a person rather than a brand update, using a poll […]
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YouTube – Live Q-and-A replay
BACKGROUND This project was for a digital health SaaS company. The goal was to build credibility with a serious professional audience by publishing an honest, lightly edited replay rather than a produced explainer. I wrote the full video metadata, thumbnail brief, and a post-production outline that preserves the honest moments from the live session while […]
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