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I love making content that's playful, visually engaging, and speaks the language of your brand identity and voice, while also reflecting my unique approach to it.
Styling edits, memes, aesthetic storytelling, whatever the format, I am after the same thing: comforting, relatable, shareable, and genuinely enjoyable to sit with. Below are some examples.
Creative Content Creation
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CHILL.COM is a science-informed publication on stress, performance, and modern life, honest about the evidence, and uninterested in making people feel broken. Chill's motto is- You're not broken. You're overstimulated.
At CHILL, I led the creative content direction by developing original ideas, writing scripts, experimenting with different editing styles, and finding a tone that felt authentic, non-judgmental, and relatable to our audience. The shift paid off, with the very first pieces of content seeing a 9%+ follower growth and 79.1% increase in views coming from non-followers.
Before
Previously, CHILL's content focused mostly on static educational posts about wellness habits and ingredients. As the brand evolved into a wellness publication, I shifted the strategy from simply sharing information to creating conversations.
After
A change in strategy was to focus on creating content around topics we observe in our day-to-day life, but that stay in the back of our minds rather than becoming a full-blown conversation.
Reach: 30-day overview
Audience: 30-day growth
A change in content direction from educational post to conversational content, it led to a spike in views and growth. With 15k+ views, 79.1% coming from non-followers and a 9%+ increase in followers, the page saw strong overall growth.
With the shift in CHILL's brand identity, I approached the first piece of content as a reintroduction to the brand. The goal was to offer a fresh perspective while keeping existing users connected to what CHILL already stood for. Rather than positioning the brand as having all the answers, I focused on starting an honest conversation and inviting them to navigate those experiences together.
I kept the tone natural and calm, letting the message land gently.
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This video was inspired by a simple, everyday observation: how our algorithms seem to have a chokehold on us. Rather than overwhelming viewers with advice, I used an alter ego format, with two friends casually chatting about how one of them feels like their algorithm hates them. The negative opening hook is to grab attention before leading into a light-hearted, relatable conversation.
A lot of us are seeking happiness in the extraordinary and also the mundane, which led me to question what happiness actually feels like.
While researching, I came across Finland being ranked as the happiest country for seven years in a row, and exploring the reasons behind it inspired this video. The aim was to share a mix of statistics and hope, showing that happiness isn't always about having more, but about finding peace in the things that truly matter.
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Algorithm is a huge topic when it comes to discussing how we feel, how our thoughts and habits are shaped, and how we almost live in a simulation where all of that is also influenced by what our friends are consuming too. Here, I dig into how algorithms shape us, not just through our own habits, but also through what our friends like and dislike, and how it’s all connected.
We have notification fatigue, mental exhaustion, and no matter how many hours of rest we get, we still feel tired. So, the idea behind this video was to explore how stepping away from constant social stimulation gives our minds the space to slow down, think differently, and spark new ideas. I chose a simple alter ego format as the goal was to create content that is relatable and encourages reflection, rather than making people feel judged or criticised.
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Social Media Management for
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Give Your Best is a UK charity that provides people experiencing clothing insecurity with access to quality clothing donated by fashion brands and the public. Its choice-led platform that promotes dignity, confidence, and personal choice.
At Give Your Best, I managed the charity's social media channels and community, creating content that reflected its mission and values. After noticing that their current page only focused on showcasing mostly clothes, I changed the focus to storytelling and short-form video to trend-led content, style edits, memes and creative experimentation. My focus was on raising awareness, encouraging clothing donations, and building an engaged, supportive community.
Before
After analysing its content, I identified a gap between Give Your Best's mission and its social media presence. While the organisation exists to combat clothing insecurity and provide access to quality clothing with dignity, this message wasn't being fully reflected in their content. So, I revised the strategy and focused on mission-led storytelling to strengthen audience connection and better communicate the brand's purpose.
After
Reworked on GYB’s content pillars and overall strategy to prioritise relatable, human-centric storytelling that resonates with audiences. The approach focused on delivering value-driven and entertaining content.
Content included meme-style posts, shop promotions, and illustrated graphics native to social platforms.
The goal was to increase brand awareness and position GYB as a go-to shopping destination for Gen Z and Millennial audiences.
VIews: 30-day growth
Over all: 30-day growth
A change in content direction during December, January, and February led to a spike in views and reach. With 66%+ views from non-followers and a 51% month-on-month increase in views, the page saw strong organic growth.
Static Post: Give Your Best
A mix of content styles was chosen to promote the shop, raise awareness, and build an engaged community. Using content focused on style edits, meme-led content, trend-focused content, and more, we successfully reached our target audience and saw a significant increase in engagement, all organically!
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Video Format: Give Your Best
The focus was not only shifted to static engaging post, but also priority was given to video format across Give Your Best's social channels. Studied the competitors, researched trends that aligned with GYB's brand voice, and, most importantly, the focus was always on keeping the existing community engaged. So, refined the content that truly resonated with them.
One of Give Your Best's key strategies was to amplify its mission by inviting creators to curate outfits and share style edits. Previously announced through static posts, but after we changed the format to short-form video content, it significantly increased awareness, engagement, and participation, which helped bring the initiative to life in a more dynamic and shareable way.
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Building a community starts with genuine conversations and understanding the people behind it. When I had the opportunity to interview a talented London-based stylist, I created what has become one of my favourite videos. It features a candid conversation where thoughtful questions led to an authentic and engaging interview.
The goal is not only to build a community but also to incorporate relevant social media trends to highlight GYB's clothing, reinforce its mission, and increase audience reach.
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We built a strong community by showcasing events that bring people together, not only to raise awareness of our mission but also to highlight the genuine joy, connection, and sense of belonging within the community.
Community-led Content
Trend-led Content
Style-led Content
Style-led Edit
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Community Engagement
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Copies to engage with viewers/followers
Social media management for
Roasting Party is a speciality coffee brand that celebrates great coffee with a bold, playful personality. Through quality products and engaging content, the brand aims to make specialty coffee more approachable, fun, and part of everyday life.
At The Social Media Method, I worked on Roasting Party's social, shifting their content strategy from coffee-focused posts to culture and people-led storytelling. Trend-led videos, short-form content, a lot of experimentation, and all aimed at making a coffee brand feel less like a product page and more like a community.
Before
After analysing Roasting Party’s content, we noticed an opportunity to move away from highly polished, product-focused coffee content and create something that felt more human and relatable. The aim was to make the brand feel less like it was simply selling coffee and more like it was becoming part of everyday conversations.
After
This shift was supported through influencer collaborations and a refreshed content strategy focused on trend-led, culturally relevant ideas that encouraged engagement and helped build a stronger connection with the audience.
Overall growth: January
Overall growth: November
Overall growth: December
A shift toward platform-led content and clear content pillars helped shape a more consistent, responsive social presence for Roasting Party.
Content Creation for Roasting Party
Marketing Content
UGC-Content
Barista Content
Fast-paced Content
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