CLIENTS
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208k views, 14k New followers
(IG) Repurposed, edited, posted
208k views, 14k New followers
(IG) Repurposed, edited, posted
603k views (IG)
Ideated, Repurposed, edited, posted
473k views,
Drove 2,000 site visits in 48 hours hours. (IG)
Repurposed, edited, posted
1.6 million views. 17k New Followers (TT)
Ideated, edited, posted
Gym + Coffee
Repurposed brand podcast content and athlete/model shoot footage into high-performing, short-form videos — maximizing asset lifespan and lowering production costs.
Applied audience psychology insights to craft content hooks, including “gym girl match” styling videos, seasonal collection outfit guides, and trending audio integrations to boost shareability.
Built a drop-driven content calendar aligned with product launches, creating urgency and sustained engagement spikes.
Result: Grew Instagram engagement rate from 1.5% → 4.2% and added 80,000 followers in 90 days through an audience-first, trend-led content strategy.
7444k views, 10k New Followers (IG)
Ideated, Repurposed, Edited, Posted
3.2 Million Views, 16k New Followers (IG)
Repurposed, Edited Posted
403k Views, 4k New Followers (TT)
Ideated, Repurposed, Edited, Posted
Bad Roman
Revamped content strategy by introducing two “social-first” signature menu items designed to generate viral shareability.
Created over 100 short-form videos optimized for trend-driven and culturally relevant hooks, tailored for Gen Z and Millennial audiences across TikTok and Instagram.
Result: Increased followers from 10,000 to 30,000 in 90 days, boosted engagement rate from <1% to 3%+, and secured 5+ weeks of fully booked reservations from one viral video.
Built a 100+ asset library for future reuse, supporting long-term engagement growth.
The Europe Hotel & Resort
Owned end-to-end social media strategy, combining lifestyle content, in-house photography, and “Faces of The Europe” staff storytelling series to humanize the brand.
Developed and scheduled cross-platform content, integrating seasonal offers and behind-the-scenes hotel experiences to boost brand affinity.
Result: Increased Instagram engagement by 70% and achieved record-high direct booking inquiries through organic social in peak season.
Boos Philly Cheesesteaks
Managed influencer & UGC partnerships end-to-end, from outreach and negotiation to briefing and performance analysis.
Managed event promotion marketing.
Directed paid social campaigns using creator-led ad creatives, achieving a 4.5x ROAS on Meta Ads within first 45 days.
Result: Drove consistent in-store traffic from local influencer activations.
CREATIVE STRATEGY CASE STUDY:
The Challenge:
Frosteam, an innovative beauty and wellness brand preparing to launch on Kickstarter, needed to generate early awareness and engagement for its new 3-in-1 skincare device. With no prior brand recognition and no immediate conversion opportunity, the primary objective was to create scroll-stopping content that could spark curiosity, build community excitement and awareness, and drive traffic to their pre-launch page.
The Insight/Hypothesis :
Through audience research and social listening, I identified that TikTok and Instagram users engage more deeply with friend-to-friend, playful storytelling rather than polished product ads—especially when discovering a new, unknown brand.
The key was to hook the viewer with an unexpected, curiosity-driven opening that would feel native to the platform and trigger emotional connection before introducing the product.
Industry benchmarks for Instagram Reels show that:
Average completion rates hover between 20–35%.
Top-performing UGC-style Reels can drive 2–3x higher engagement rates (shares, saves, comments) than static or overly polished posts.
The first 1.5 seconds are critical to hook retention on Reels.
The Creative Strategy:
The Creative Strategy:
I developed the creative concept and script for a UGC-style ad anchored by the hook:
“For real, Hailey? Are you still using that?"
This hook was designed to:
- Stop the scroll by mimicking the casual tone of private conversations
- Create a moment of confusion + intrigue that encourages viewers to keep watching
- Introduce the problem-solution narrative in a natural, relatable way
The Outcome:
The ad achieved top-tier top-of-funnel performance, including:
65% View Completion Rate (vs. Instagram Reels benchmark of ~30–40%)
3.2% Engagement Rate (industry average: ~1.2–1.5% for beauty)
Over 2,500 Likes and 150+ Comments organically within days of posting
Increased link clicks to the Kickstarter pre-launch page, contributing to early momentum for the brand.
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