Colleen Lord
Content strategy for businesses built on expertise.
New to Contra
Colleen is ready for their next project!
This proof-through-process reel uses a real-time VOC test to make an invisible concern visible. We tested a children’s puzzle made with MDF using a VOC meter, then explained what the reading meant and why MDF can be worth paying attention to when choosing products for the home.
By showing the testing process as it happened, the content builds awareness around a commonly used material, gives viewers practical context for making more informed choices, and naturally creates a bridge to MDF-free alternatives available through the brand.
41,043 views / 254 comments / 978 shares / 77 follows
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This educational reel highlights a less common approach to modern homebuilding: reducing reliance on Wi-Fi and smart-home technology through a hard-wired setup.
By sharing the thinking behind a specialized building choice, the content gives viewers useful insight while positioning the builder as a knowledgeable resource in a niche area of healthy home design.
The goal was to build brand authority by showcasing expertise that is specific and differentiated from other builders.
34,987 views / 25,113 accounts reached / 362 follows / 1,300 saves / 1k shares
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This storytelling reel challenges the assumption that building codes automatically guarantee a healthy home. It explains how new construction can still meet code while containing high levels of VOCs, moisture risks, or other issues that may affect occupants over time.
By introducing a thought-provoking perspective rather than simply listing facts, the video encourages viewers to reconsider what “safe” or “up to code” really means.
The goal was to create awareness, spark curiosity, and position the brand as a more human-first voice in healthy homebuilding.
42k likes / 279,466 views / 2k shares / 3.8k saves / 4,826 follows / 210k accounts reached
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This educational reel was designed to lead with useful information rather than a direct product pitch, using an interesting angle to create curiosity around the brand’s paint line.
The founder explains the concept of "crosslinking" and why it matters when evaluating paint performance. By focusing on something most consumers may not already know to look for, the content gives the audience a reason to keep watching while naturally reinforcing the brand’s expertise in healthier building materials.
The approach helps build credibility and authority without relying on a traditional ad. Instead of simply telling viewers why the paint is different, the reel gives them something to visualize and learn so they can be a more informed consumer of nontoxic paint products. Created a natural bridge to the brand’s own offering.
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