Creative Strategy
+300% uplift in engagement rate by introducing social-first content alongside commercial creative.
Across different brands, the question was how to introduce more engaging, social-first content without losing sight of existing commercial priorities.
Selected brands
The approach
Commercial content serves an important purpose, from introducing new arrivals to supporting product launches. But the formats that work for campaigns or e-commerce don’t always translate into engaging social content.
Across different brands, I identified where the existing creative could work harder, tested new formats against what was already running, and incorporated the stronger-performing approaches into ongoing content.
The aim was to improve how audiences engaged with the brands while continuing to support their established commercial priorities.
Seraphine Botanicals
Seraphine Botanicals regularly introduced new lip products, but its social content relied largely on conventional product imagery.
With texture being such a distinctive part of the products, I identified an opportunity to make it a stronger focus of the creative. Texture-led content was tested against the existing formats and outperformed them, becoming a regular part of the brand’s content approach.
Love, Bonito
Love, Bonito’s social content relied heavily on campaign imagery to promote new arrivals, much of which was also shared across the brand’s main and regional accounts. While these assets were important for brand consistency and driving sales, they offered limited differentiation for the US audience and were among the weakest performers for reach and engagement.
I saw an opportunity to complement the existing campaign imagery with a more social-first approach, introducing UGC and creator content at a regular cadence. Showing the clothing on real people in everyday settings gave audiences more relatable ways to discover the products, while maintaining the brand’s commercial content priorities.
Hulken
A recurring question in Hulken’s TikTok comments revealed a specific customer concern: whether the bag’s strap length would work for taller people, specifically 6 foot tall and above.
I used this insight to develop a comparison-video concept showing the bag on models of different heights.
The content addressed a question customers were already asking, using social listening to inform creative that was both useful and relevant to purchase consideration.
Fractional Head of Social