JB
SOCIAL
The best brands on social aren’t chasing culture; instead, they’re using their brand as the foundation to offer unique ways to enable culture and conversations led by users. My experience spans in-depth social competitive audits, brand social role articulation, and content and platform strategy.Eli Lilly, orfoglipron
Task: Outline the whitespace for a new GLP-1 brand on social, along with its content strategy and platform approaches by channel.
By leading the social competitive audit to understand the approaches taken by other GLP-1 and DTC health brands and how they execute across content series, creator and UGC content, and threading campaigns through to social, I helped orchestrate the white space social role orfoglipron could occupy.
Treating the social role as our north star to guide precipitous actions on social, I created a content strategy that also borrowed the ethos and ambitions of the brand, whilst aligning with social best practices. These content areas informed the platform approaches across social channels and what content types are prioritized in organic and paid forms.
Samsung Global
Task: Uncover the ways to win with Gen Z online by understanding what best-in-class brands do by decoding their social tactics.
To capture the hearts of a younger audience online, a brand that lets users lead rather than always broadcasting wins. Samsung has treated its social media as a billboard, announcing new products across the entire portfolio, and sharing the occasional partnership or activation.
To outline a path forward for their content strategy and platform approach, I audited some of the top-performing brands on social with Gen Z, working backwards from their tactical approaches, encompassing tone & voice, content types, community management, and visual and language strategy. This allowed me to distill key executional principles that acted as a benchmark for Samsung to gauge its content against.
LoyaltySocialBrand Research