A Winning Social Media Strategy for Skincare Personal Brand

Role: Social Media Manager & Content Strategist Client: Dr. Adeline Kikam – Dermatologist & Influencer Duration: Campaign-based

Developed a comprehensive social media strategy to grow Dr. Kikam’s online presence, engage her audience authentically, and strengthen her influence on TikTok and Instagram. The strategy combined interactive campaigns, consistent messaging, and performance tracking.

TikTok Audience: Ages 18–24: 38%, 25–34: 44%; Top countries: USA 66%, Ghana 6%, South Africa 5%

Instagram Audience: Ages 25–34: 65%, 35–54: 15%; Engagement Rate: 0.68%; Top countries: USA 75%, Canada 4%, UK 4%

Insights guided content creation and campaign execution.

Month-long interactive challenge focused on skincare routines and self-care

Weekly themes: Detox, Feed, Protect, Lock-in

Interactive highlights: Q&A sessions, giveaways, user-generated content, and influencer cross-promotion

Positive, supportive, and educational

Trend-driven yet authentic

Key hashtags: #Skincare | #Glowithade | #Skincaretips

Carousel design sample:

Created a visually engaging carousel summarizing skincare tips and challenge instructions

Designed for Instagram, optimized for readability and brand consistency

Balanced educational content with aesthetic appeal to encourage shares and saves

Newsletter sample:

Designed a sample newsletter to reinforce campaign messaging

Delivered concise updates, challenge reminders, and exclusive tips

Integrated branding elements, visual hierarchy, and clear CTAs to drive engagement

These assets demonstrate both strategic thinking and creative execution, showing clients how content converts insights into action.

Tools used: Metricool, Hootsuite, Instagram/TikTok/YouTube analytics, social listening platforms

Monitored engagement, audience growth, and sentiment

Optimized content and posting schedule based on real-time performance data