WORK SAMPLES

Transforming Creative Assets Into Engaging Social Content

When you’re a part of a small team, a new business or even a one-person operation, content creation can be a challenge. Where do you get content from if you don’t have much to get started with?

This is where having a clearly defined content strategy is vital. When you’ve decided what you want to accomplish with social media, even a photograph can do some heavy lifting for your brand.

Below are some examples of assets — blog posts, photos, etc. — I helped transform into social media content that engages audiences.

The assignment: Use social media to promote an email advertising private jet cabin upgrades.

The execution: This is a solid example of the “show, don’t tell” approach to content optimization. Textron Aviation’s social media demographic is primarily comprised of aviation enthusiasts and pilots. They may not be ready to purchase and remodel a private jet today, but we can show them what it would look like if they did. I created a series of Instagram Story polls for the @textronaviation channel asking its audience of 70K+ followers to choose their favorite look in the company’s new Refresh Collection.

The assignment: Promote a blog post titled “Top 5 Medicine Cabinet Must-Haves For Clear Skin” on Instagram for skincare brand Famous AF.

The execution: Rather than feature a single stock photo with a “link in bio” note in the caption, I opted for a text post carrousel. Each visual in the collection includes a main point included in the blog, but repurposed as visual-first snackable content. This turns the post from a one-dimensional piece of content to something more dynamic that educates the audience and allows them to easily absorb the information.

The assignment: Use social media to share a press release announcing the the successful first flight of the second aircraft in the Cessna SkyCourier flight test program.

The execution: I scoured the photographer’s collection of images taken during that first flight and used selected this stunning shot to turn the announcement into something engaging: asking our audience to spot the difference between the first and second aircraft. The call-to-action directed followers to the press release, but our followers were eager to identify the differences. This was one of my favorite press release posts, and the most successful social post of August 2020, by engagement.