X – Mini thread of insights
BACKGROUND This project was for clients in the B2B content and lifestyle goods industries. The goal was to drive retweets and new follows by giving the audience something genuinely worth sharing. For the content and copywriting studio, I wrote a four-tweet thread where each tweet can stand alone but also pulls the reader to the […]
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X – Thought-provoking question
BACKGROUND This project was for clients in the startup and food and beverage industries. The goal was to drive genuine replies by asking something the audience has a real, personal answer to rather than a rhetorical one. For the startup incubator, I wrote a single question with no preamble or setup, because a bare question […]
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X – Quick industry tip
BACKGROUND This project was for clients in the B2B content and HR consulting industries. The goal was to build authority with a specific professional audience in as few words as possible. For the content and copywriting studio, I wrote a single tweet that names something the target audience already suspects but hasn’t quite articulated, opening […]
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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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Facebook – Event announcement
BACKGROUND This project was for clients in the lifestyle and food and beverage industries. The goal was to drive attendance for two in-person events while reinforcing each brand’s community identity. For the lifestyle brand, I wrote an event announcement for a film night and gear swap that described an evening with friends rather than a […]
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Facebook – Customer testimonial feature
BACKGROUND This project was for clients in the food and beverage and financial services industries. The goal was to reduce hesitation and build social proof by leading with the customer’s voice rather than the brand’s. For the food and beverage brand, I wrote a single-image testimonial post that let the customer speak and closed with […]
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