How do you show strategic ownership when the big campaign idea wasn’t yours but everything that made it work on social was?

At charity: water, the Creative Director established the overarching campaign direction. As Social Media Manager, I translated that direction into the organic social strategy for two End-of-Year Giving campaigns including: the content narratives, channel roles, editorial calendars, production briefs, and cross-functional execution plans.

My first case-study draft included everything. It was thorough but it also felt like homework that would overwhelm or bore a stranger.

So I rebuilt it around what someone actually needs to understand:

→ The problem I was responsible for solving

→ What I owned versus what I collaborated on

→ How the strategy evolved from 2023 to 2024

→ The execution and results that support the story

Together, the integrated campaigns raised $7.4M. The fully reported 2023 organic campaign generated 8.17M+ impressions and 172K+ engagements.

I just published the shorter version here: Check it out

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🧠 GROWTH TIP 06/30: DON’T START WITH WHERE. START WITH THE FEELING.

Most travel apps start with one question: “Where do you want to go?” That works when the user already knows the answer. But a lot of travel discovery starts earlier, with a much less specific thought: I want to go somewhere, I just don’t know where yet. That idea became Traveling Up, a travel randomizer concept.

Instead of asking users to work through dozens of filters, the product starts with just three signals: 🌍 how much time they have 🎭 how they want the trip to feel ☀️ what kind of climate they prefer

The destination stays a surprise. Hypothesis: removing destination selection from the first step could move users faster from vague travel intent to genuine interest in one specific trip.

What I would test: • Destination first search vs Mood first randomizer • Randomize start rate • Destination save rate • Plan this trip CTR • Time to first interesting destination

💡 Growth insight: in discovery products, uncertainty is not always friction. Sometimes it is exactly what creates curiosity and moves users toward the next action. This concept came to me after a particularly inspiring trip. And I think it is the first mobile concept I have created purely for myself, rather than for a client project, in roughly three years. So this one has a little more freedom, art direction, and product experimentation in it.

06/30 complete.

If you enjoy seeing mobile product experiments like this alongside the growth thinking behind them, follow along. And if this direction resonates, a reaction helps me understand which ideas are worth exploring deeper next.

#MobileAppDesign #TravelApp #TravelAppDesign #MobileUX #UXDesign #ProductDesign #GrowthDesign #TravelTech #InteractionDesign #UIDesign #ProductStrategy #MobileProduct #AsolDesign

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