Rare Bird
This was an early agency role where storytelling, strategy, production and data started working together for me. I created for clients, shaped content plans, reported on performance and learned how a strong idea moves across formats.
Storytelling was the thread.
In The Power of Storytelling, I described social content as part of a brand's ongoing story and connected creativity with research, strategy, audience behavior and data.
“When words and visuals work together, a simple idea is transformed into a captivating experience.”
When engagement stalled, change the format.
When written content was not getting the reach we wanted, I helped shift the approach toward video. I coordinated recurring production, including scripts, copywriter collaboration, recording, B-roll decisions, captions and distribution across LinkedIn, Instagram and YouTube Shorts.
Thinking beyond the feed.
I also wrote longer-form marketing content. In TikTok Takeover: A Powerful Tool for B2B Marketing, I explored audience behavior, platform-native storytelling, SEO, repurposing existing content and the role trends can play in B2B strategy.
The piece shows another side of my job: not just executing content, but explaining why a platform or tactic could matter to a business.
Read the articleAnd sometimes the brand needed a voice. Literally.
I recorded voiceover for Performance Max advertising when a more natural human tone fit the work better.
Use social to grow a community.
For FIRST Indiana Robotics, I used social content to support a broader goal: increase awareness and engagement, encourage new team registrations and connect more students, parents and mentors to robotics programs across Indiana.
7 FIRST Lego League teams, 2 FIRST Tech Challenge teams and 2 FIRST Robotics Challenge teams.
I measured these periods in my original Rare Bird case study: February 7 to April 2, 2024 and April 3 to May 28, 2024.
