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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Facebook – Live video teaser
BACKGROUND This project was for clients in the food and beverage and lifestyle industries. The goal was to drive sign-ups and build anticipation for two very different live events without defaulting to urgency-based hype. For the food and beverage brand, I wrote a warm, specific teaser that treated the live as something to look forward […]
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Facebook – Mini case study
BACKGROUND This project was for clients in the financial services, retail, and lifestyle industries. The goal was to build credibility through real customer stories, each with a format suited to the brand. For the financial services brand, I wrote a two-image carousel case study leading with the client’s outcome and voice before introducing the brand’s […]
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Facebook – Community poll
BACKGROUND This project was for clients in the food and beverage and financial services industries. The goal was to drive page engagement while gathering real audience intel. For the food and beverage brand, I wrote a community poll framed as a genuine invitation for subscribers to influence the winter box lineup. The result was a […]
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