Sustainaboo | Content Marketing, Management, Video Editing

Role: Social Media Manager + Content Designer and Strategist + Short-Form/ Video Editor Company: Sustainaboo Project Overview

Sustainaboo is a sustainable beauty brand offering reusable cotton pads made with 100% organic cotton and ethically manufactured in the USA.

When I began working with Sustainaboo, its social media platforms had been inactive for over a year. My role was to reestablish the brand's digital presence, develop a cohesive multi-platform content strategy, and create new opportunities for organic discovery and audience growth.

The focus was to position Sustainaboo as more than a product-based brand by combining product storytelling with accessible sustainability education, creative short-form video, and search-driven content.

With no recent content being published, Sustainaboo needed to reestablish its presence across social media while creating a consistent visual identity and a clear content direction.

The challenge extended beyond restarting regular posting. The brand needed to reach new audiences, test creative approaches, and build discovery channels from the ground up, particularly on TikTok and Pinterest. The Strategy

Developed a cohesive content direction across Instagram, TikTok, and Pinterest, balancing product education, brand awareness, sustainability tips, lifestyle content, and community engagement.

Used Instagram Trial Reels to experiment with hooks, visual storytelling, broader sustainability topics, and short-form video concepts. This approach helped test content with non-followers and explore which topics could generate discovery beyond the brand's existing audience.

Established a content direction for a new TikTok presence, using short-form videos, pattern-interrupting hooks, trend-aware concepts, and educational sustainability content to introduce the brand to new audiences.

Plus, video editing

Built out Pinterest boards and an SEO-focused content strategy, including keyword-informed Pin titles, descriptions, alt text, and evergreen content around sustainable beauty, low-waste living, upcycling, and natural DIY projects.

Developed educational and shareable content designed to attract people interested in sustainability more broadly. Concepts included natural fabric dyeing with kitchen scraps, upcycled Halloween decorations, sustainable living tips, and reusable beauty essentials.

Instagram: 6,303 views over 60 days after a year of inactivity. Up by 4,781.8%. Reached 3,682 non-follower views over the 90-day content reporting period, up 20,355.6%.

Pinterest: 1.5K views in under 30 days, starting from zero.

TikTok: 130 followers grown from zero. The Takeaway

This project demonstrates how I combine creative strategy, content development, and organic discovery to help a brand regain momentum after an extended period of inactivity.