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 sits differently in the feed than a framed one and respects that founders scroll fast. The result was a post built to surface honest founder responses rather than polished takes.
For the plant-based meal delivery brand, I wrote a question that pre-empts the obvious answer and reframes it around something more actionable and more honest, in keeping with a brand that never lectures its audience. The result was a post that invites real replies by signaling it actually wants them.
