Content Strategy for Total Comfort's Social Media

Total Comfort had three factories, a legacy behind it, and no idea what to post. The marketing team was stuck on the same problem every product brand hits: what does a mattress manufacturer actually put on social media? The answer was the founder. A second-generation legacy brand meant a real story, and its best storyteller was the 60-year-old founder himself, someone the team was too nervous to put on camera. We built the entire content identity around him, and the videos performed.

I came in as a strategist, not another pair of hands. The issue wasn't effort, it was that no one had found what this brand was actually about.

Uncovered the founder's story. A legacy mattress brand's best asset is its history. I went straight to the founder, asked him to be part of the content, and he turned out to be a natural on camera. The videos built around him gave the brand a voice it never had.

Owned the content across organic and paid, and the two aren't the same. I ran content strategy, content calendar planning, and directed scripting, filming, and editing for both the organic feed and Meta Ads, coordinating with the ads manager throughout. The two are built differently: the ad creative leads with a sharp hook that goes straight at the question a customer's already asking, while the organic content leans on storytelling and reels that are just fun to watch. The strongest concepts moved between the two so paid and organic fed each other.