Over the previous 7 years I’ve built quite a range of experience from creating social media posts, building influencer campaigns and writing long-form content. The below examples are just a highlight reel of all the content I’ve managed and created over the years.
Influencer Work – Denon
Goal: Raise awareness behind their Denon Home and PerL Pro products, focused on the Sound Obsessed consumer eager to listen to HiFi audio.
Tactics: To help build awareness, we enlisted the help of influencers with an overlap in the desired audience for the brand. This was the first large-scale influencer campaign for the brand, and I developed a comms plan, influencer brief template and process to successfully execute. In order to create the best possible content, we encouraged influencers to film content that made sense for their feed. We primarily focused on Instagram Reels to build reach and encourage fan engagement.
Result: Increased Reach by 724,000 with an average Engagement Rate of 5.8%, which in-turn resulted in increased brand sales.
Organic Social – Borghetti
Building a brand’s presence on Instagram from scratch is never easy – especially in the crowded alcohol space. I recently took on doing just that with Borghetti, an Italian espresso liqueur hoping to make a splash in the US market.
Goal: Create an engaging presence on Instagram through unique content displaying how easy Borghetti allows consumers to make an espresso martini and other tasty drinks at home.
Tactics: Creating highly shareable content focused on Instagram Reels to encourage engagement and build reach. We also utilized a brand under the Branca umbrella, Fernet Branca, in order to uplift the page.
Result: While the page is still growing, the brand saw +240 followers in one month with no paid support, and an average Engagement Rate of 8.3%.
Paid & Organic Social – Ozium
As a brand that has been around for over 50 years with a loyal audience but with no social presence until the previous year, I was tasked with tapping into fans to build Ozium’s pages.
Goal: Test and learn to help increase following and engagements on Ozium’s channels.
Tactics: Through social listening, I learned that Ozium has a huge fan base among cannabis users. However, most are not aware of the brand’s new presence on social media. I used a limited paid media budget to boost content to an audience of cannabis enthusiasts to help add new followers. Additionally, I built organic content that leaned into the audience insight to encourage engagements.
Result: Our audience grew over 305% in just over 1 month, with an average Engagement Rate of 2%.
Social, Long-Form & E-Mail Marketing – Where’s Weed
Throughout my tenure at Where’s Weed, I managed all social media, email and blog content. Through this experience I was able to fine-tune my copy skills and grow the brand’s following and SEO efforts.
Goal: Increase brand awareness and site traffic in a crowded cannabis space.
Tactics: Utilize trending, cannabis-forward content on social media to grow following, host giveaways with partner brands to build CRM and post long-form blog content using popular keywords to increase search engine optimization (SEO).
Result: SEO strategies through blog content increased site traffic by 422%, while organic social content built our Instagram following by 44% and X following by 60% while maintaining strong engagement. Additionally, giveaways garnered over 6,000 emails to be used in marketing campaigns in just under a year.
Long-Form Content Examples:
- How Marijuana is Used to Put Black Americans in Jail
- Incarceration to Liberation: Evelyn LaChapelle’s Cannabis Redemption Story
- The Man Who Started Cannabis Prohibition: Harry Anslinger
- Why Diversity in the Cannabis Industry Needs to Be Addressed
- Travel Blog Content: Denver, Atlanta, Washington D.C.