COPYWRITING + CONTENT STRATEGY PORTFOLIO

FROM THIS

JUNE 2020
~9K FOLLOWERS

TO THIS

OCTOBER 2020
11,237 FOLLOWERS

COPY AND ART DIRECTION

CONSISTENT VISUAL IDENTITY + KNOWLEDGE-SHARING

The ABCs of CBD

Building on our award-winning 2018 “Great Hair Day” campaign, I translated the findings of a study conducted by Pantene’s R&D team to create a week of interactive content hosted on Instagram Stories, designed to help our community achieve more Great Hair Days
The content translated the science into consumer-friendly language, harnessed native engagement tools like quizzes and polls, and brought in new fans through user-sourced content to support our messaging (final report/overview of work here)
Developed toolkit for use by global teams
*Please note, many of the following assets contain animations that are not supported by my web template, but I’m happy to share final, animated frames upon request*

DAY 1 - SELF EXPRESSION

DAY 2 - SELF LOVE

DAY 3 - CONFIDENCE BUILDING

DAY 4 + 5 - SOLUTIONS (FOLLOWER ENGAGEMENT)

During my time on Pantene, I was responsible for selling in Instagram Story content to increase our scope and planning the monthly content calendar for Stories, posting 4x/week. See here for a sample calendar
The following slides include a sample of slides compiled in my weekly reports, highlighting the final product of the IG Story content and analyzing their performance

During my time managing Pantene’s social channels, I harnessed the full potential of Twitter as a place to grow our fan base, tapping into well-established communities like k-pop “stans” and beyond to create memorable viral moments, putting Pantene on the map as a leader amongst brands activating on Twitter
This work inspired a panel discussion with Steve Aoki on brand strategy at the 2019 Cannes Lions