CASE STUDIES
01: LEGACY BRAND
Develop a comprehensive social strategy that gained executive buy-in to significantly increase engagement, reach, and following for a 20+ year-old legacy brand.
I led the development of an organic, "social-first" strategy rooted in community-driven storytelling and content creation. By aligning the strategy with broader business objectives and securing executive approval, we exceeded our annual goals within the first quarter of implementation. The results were unprecedented: a 475% increase in feed impressions, a 460% growth in new accounts reached, and an 81% boost in overall engagement and content interactions.
Remarkably, this success was achieved without any additional overhead—content was conceptualized, produced, shot, and edited entirely by our internal team, with no additional budget.
02: VIRAL SERIES
Create a breakthrough content series to deepen engagement with an existing community of millions while simultaneously capturing a new "social-first" audience. The goal was to modernize the brand's persona and hit aggressive top-of-funnel reach targets without alienating the core demographic.
I led a data-driven strategy that leveraged market research to identify a unique cultural crossover between our core audience and the trending "true crime" podcast phenomenon. We developed the "Dead Body" series, a humorous, trend-forward campaign that placed trainers in unexpected scenarios to "correct" viewers' fitness form as they attempted to hide a body. By positioning our social team as the protagonists and trainers as supportive experts in all life stages, we created a relatable, high-affinity series that humanized the brand while maintaining its authority.
The impact was immediate and record-breaking. The debut video surpassed 1 million views within 24 hours and the series ultimately garnered over 10 million views, becoming the highest-engaged content in company history. The concept went viral across the industry, with dozens of other fitness brands and studios adopting the trend and resulting in hundreds of millions of views overall. This strategic pivot drove a 400% increase in new accounts reached and secured our annual engagement goals by the end of Q1.
03: PROMOTION SUPPORT
The social team was tasked with ideating and producing a cost-effective content strategy to support company promotions, taking over responsibilities from the in-house production team to reduce internal costs, all while driving year-over-year sales growth.
Nostalgia was the key to success. After analyzing engagement data, we found that our community had a strong affinity for nostalgic content, particularly from the late 90s and early 2000s. We leveraged this insight to create a series of promotional ads for our program releases and holiday sales in 2024. To keep production costs low, we collaborated with our in-house brand ambassadors and trainers to create the content, ensuring both authenticity and cost-efficiency.
This approach led to a 103% increase in bike sales YoY, further highlighting the impact of this strategy.
04: ESTABLISH TRUST
Establish strong trust and credibility for our brand ambassadors/trainers and their expertise within our community, particularly around new fitness program launches.
I developed a strategic social content series that highlighted the more personal aspects of our trainers’ lives, fostering a deeper connection with our community. The goal was to organically build trust in their expertise by showing the passion and dedication behind their work.
This approach not only drove a remarkable 200% increase in engagement on each trainer's individual content, but it also amplified overall engagement and reach for the brand as a whole. All content was produced, shot, and edited by my internal team with no additional content budget, maximizing resources to drive results.
05: INFLUENCER CONTENT
Build an influencer department for a clean and sustainable indie beauty brand to drive reach and engagement, while providing creative support to the marketing team.
I developed and scaled a comprehensive, multi-tiered influencer program, cultivating a roster of over 1,500 influencers within just one year.
This initiative drove a 418% increase in departmental sales and a 235% year-over-year increase in content creation, while becoming the primary source of marketing collateral for the brand. Our hands-on approach to storytelling with a diverse range of talent—from emerging/nano influencers to top-tier celebrities—generated significant, measurable results.
06: TRENDS
Create organic, trending content to expand the company’s reach and engagement, while working within strict IP/copyright limitations.
I developed a social strategy that identified trending content and produced variations that adhered to brand guidelines, music restrictions, and legal limitations. This approach not only maximized creativity within constraints but also streamlined the production process, making it the most efficient it had ever been. As a result, we saw a 233% increase in average reach and engagement per asset, making it one of the top-performing campaigns for the company.
07: PHILANTHROPHY / ADVOCACY
Collaborate with artist and activist Javier Muñoz to create content that promotes his philanthropic work, drives engagement with his audience, and expands his reach to further support his initiatives.
I developed and executed a content strategy that not only engaged Javier’s audience but actively encouraged them to participate in his philanthropic endeavors. The content outperformed other philanthropic posts on his page, achieving 2x the engagement rate. This content was also repurposed by his philanthropic partners, including the United Nations, amplifying its reach and impact.
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