Case Studies

Below are a few case studies to highlight accomplishments in my career.

Social Media Management - In House

The Goal

Develop and implement a comprehensive social media strategy to grow NorthShore’s audience, increase organic traffic, drive impressions, and boost engagement while maintaining the brand's compassionate and supportive voice. A specific objective the company had was to increase the cadence of video content.

My Role

  • Social Strategy Development: Crafted a tailored strategy based on competitive research, platform knowledge, and insights from a prior social media audit.

  • Content Creation & Management: Designed engaging and visually appealing posts aligned with newly established content pillars.

  • Video Strategy Implementation: Expanded NorthShore’s video content through in-house production and collaborations with content creators.

  • Paid Ad Creation: Create and run paid ads campaigns on YouTube and Meta to drive brand awareness and sales. $13,000 monthly budget was utilized.

  • Performance Tracking: Implemented robust tracking systems, including UTMs, to accurately measure and analyze organic social performance.

Approach

  • Content Pillars: Established four distinct pillars—Caregiver’s Corner, NorthShore News, Product Highlights, and Fun/Games—to guide content creation and cater to diverse audience interests.

  • Video Content: Transitioned from static Canva animations to high-quality, engaging video formats such as talking-head videos, behind-the-scenes footage, and product demos, significantly increasing video output.

  • Data-Driven Adjustments: Introduced comprehensive tracking and reporting systems to monitor performance, enabling continuous strategy refinement.

Results (First Year)

  • Followers: Increased by 89%

  • Engagements: Increased by 210%

  • Impressions: Increased by 214%

  • Video Views: Increased by 263%

  • Facebook Video Views: Increased by 1,693.7%

  • Traffic to Website: Increased by 1,471.5%

Key Achievements

  • Implemented visually compelling, trend-aware content that encourages user interaction while staying true to NorthShore’s “caring friend” voice.

  • Successfully integrated content creators to diversify and enhance content offerings.

  • Developed dynamic, engaging content formats, including giveaways, customer opinion campaigns, and pop culture references, resulting in a significant boost to audience engagement and brand visibility.

To the left are some graphs depicting the growth NorthShore experienced Year over Year. I started at the company in September 2023 and picked up Paid Advertising in December 2023.

I’ve also included screenshots showing the organic results of Instagram reels before my start date and after.

Social Media Management - Agency

The Goal

Revitalize client’s social media presence to effectively promote their products and engage with diverse audience segments through strategic, educational, and visually impactful content. A secondary goal was to keep brand reputation positive and minimize negative feedback regarding the brand.

My Role

  • Social Media Strategy: Developed a comprehensive strategy aligned with the brand’s objectives.

  • Content Calendar Management: Ideated, created, and managed a robust content calendar.

  • Social Contests: Designed and executed contests to drive product interest, increase followers, and enhance engagement across platforms.

  • Social Moderation: Monitored and responded to interactions to maintain a strong brand presence and foster community engagement.

Approach

  • Content Pillars: Established distinct content pillars tailored to client’s product offerings and audience sets, leading to the creation of educational, conversion-driven social posts.

  • Boosted Posts: Amplified posts through targeted boosting to reach and engage SoClean’s ideal audience.

  • Integrated Campaigns: Supported social contests with website initiatives to maximize impact and reach.

Results (First 9 Months)

  • Reach: Increased by 52%

  • Impressions: Increased by 98%

  • Engagements: Increased by 660%

  • Engagement Rate: Increased by 442%

  • Product Web Conversion Rate: Achieved 94%

Influencer Activation

The Goal

Identify and collaborate with influencers to effectively promote Schwinn’s eBikes, ensuring all campaign content aligns with brand standards and objectives. The main goal was to increase awareness of the e-bikes.

My Role

  • Influencer Vetting: Assisted in identifying and evaluating potential influencers for the campaign.

  • Contract Drafting: Supported the creation and negotiation of influencer agreements.

  • Ad Creation: Designed and implemented a partnered advertisement to enhance campaign visibility.

  • Campaign Reporting: Developed a comprehensive mid-campaign performance report.

Results

  • Total Reach: 510,000

  • Click-Through Rate (CTR): 1.2%

  • Cost Per Click (CPC): $0.61

An Influencer for Everything

The Goal

Identify potential influencers in the Adult Diaper space. The brand wanted to work with younger people to help expose people to the idea that diapers aren’t just for babies and the elderly. NorthShore wanted to work with creators who were relatable and comfortable wearing and reviewing diapers on camera - my work was cut out for me, but I never step down from a challenge.

My Role

  • Influencer Vetting & Outreach: Researched a potential influencer and corresponded to gauge interest.

  • Influencer Management: Created monthly content briefs, corresponded with influencer, sent out product packages, and worked with finance department to ensure payment. Additionally, I created an influencer SOP to streamline the process going forward.

Results

NorthShore had a very successful relationship with our first “Diaper Influencer,” a young woman who runs an inspiring YouTube channel about her life with MS. Videos she created for NorthShore were used across Organic and paid social. One of her videos resulted in the most successful Facebook Ad NorthShore has seen in recent years. This relationship also attracted the attention of Vice, winning NorthShore notable PR. Read “Meet the World’s First Adult Diaper Influencer,” here.