Overview

I developed an audience-centred social media strategy that helped a mental wellness-based brand and a spirituality-based brand increase engagement, improve brand storytelling, and build a strong community. By integrating psychology, emotional storytelling, and platform trends, i transformed their content into a high-converting brand presence.

Struggled to connect deeply with their audience

Engagement was low despite valuable content

Messaging lacked cohesion and impact

Emotionally Resonant Storytelling: Crafted content, that aligned with spiritual, lifestyle & wellness themes, and audience emotions.

Holistic Marketing Strategy: Unified brand, voice, messaging, and design, and considered the entire customer experience and brand journey.

Optimised Content Calendar: Created structured, high-performing posts for consistency.

Community Engagement: interactive content that built trust and brand loyalty.

+120% TikTok reach, +266.67% TikTok followers, +506.45% Instagram engagement and +11% Instagram followers in 1 month for TRYVE.

+291.2% TikTok reach, +750% TikTok followers, +65.3% Instagram engagement and +72.3% Instagram profile reach in 1 month for Archys.diary.

Higher audience retention and conversions.

Built a thriving, engaged community for both brands.

Goal: Improve brand messaging & design

Strategy: Created a brand style guide, and made use of brand fonts and visual hierarchy to craft a minimalist, visually appealing post.

Result: +78% increase in engagement, +23% increase in saves, +11% increase in profile views

Before: A design which I believe has weak visual impact and lack of emotional depth. The post could be optimised to create a stronger emotional connection and align more closely with the brand’s identity.

After: To enhance emotional resonance, I incorporated an image of waves, evoking a sense of calm while maintaining the brand’s colours and message. I refined the formatting, improved visual hierarchy, and applied design best practices, such as avoiding clashing fonts, to create a more cohesive and engaging composition.

Result: By optimizing the layout, incorporating meaningful visuals, and enhancing design hierarchy, I created a post that is both emotionally compelling and visually aligned with the brand’s voice, colors, and style, ensuring greater impact and audience connection.

Before: A post with potential for optimisation in formatting, visual presentation, and messaging to enhance clarity and engagement.

After: To maintain brand consistency, I refined the layout by centralising the logo and adjusting its size for better visual hierarchy. I capitalized the title for stronger impact and improved readability. To enhance structure, I incorporated line breaks and icons, making the infographic more digestible. These refinements ensured a visually cohesive and engaging design while preserving the brand’s tone and identity.

Result: By optimising the layout, integrating clear visual elements, and refining the messaging, I created a post that is more engaging, structured, and aligned with the brand’s voice, colours, and overall aesthetic, enhancing both readability and audience resonance.

Trend: This post leveraged the popular “POV” format, making it highly relatable and engaging. A trending audio track was used as background music to boost visibility, along with high-performing hashtags and keywords to enhance discoverability.

Strategy: To ensure alignment with the brand’s voice, the trend was adapted in a way that felt authentic while maintaining brand aesthetics. The caption was optimised with a strong hook and call-to-action to encourage engagement. Posting at peak hours further maximised reach, while strategic formatting enhanced the post’s overall impact.

Results: On TikTok, the post saw a 110% increase in views and a 72.7% boost in engagement. On Instagram, views increased by 43.4%, while engagement surged by 200%, demonstrating the effectiveness of the trend-driven approach.

Link for the full video: https://drive.google.com/file/d/1vucH5PI4oYs_YOvW-VOYAiYMvucTc3Uo/view?usp=drivesdk

Objective: To determine which content style resonates more with the audience and drives higher engagement.

Test Setup: A/B testing was conducted on two variations of a post on Morning routine habits to analyse the impact of formatting, messaging, and design choices.

Version A: Included a short-form caption with a clear call-to-action. Featured a single video in each slide with tips. Length of the reel was longer by 7-10 seconds than version B. Text formatting was concise with body text being longer than version B’s. (https://drive.google.com/file/d/19fB08rQPIin7dWfgFciCyqqSvxi4QQpc/view?usp=drivesdk)

Version B: Featured a long-form caption with detailed insights. Used an engaging audio, and questions in the video like “How do you start your morning?” And “What if we told you 3 simple habits could make your mornings better?” to draw in audience and evoke emotional resonance. Used 4-grids and 3-grids, along with keeping the length of the reel shorter than version A. Kept text fonts and formatting concise by using high contrast colours. (https://drive.google.com/file/d/1hdyozdb2MVVZQhQX511u2ZNyT6hVFlhZ)

Results: Version A outperformed Version B. 18% increase in engagement, 2.3x more shares, and 375% higher reach on TikTok.

Key Takeaways: Concise messaging paired with visually engaging formats leads to stronger audience interaction. Despite the length of the video, easy-to-digest content and slides that are not in many different grids or filled with texts works best with the algorithm. Short captions with a clear CTA helps boost posts and improve ranking as well.

By leveraging A/B testing, I optimised the content strategy to align with audience preferences, ensuring higher engagement, increased visibility, and improved retention.

Strategy: This post was designed to educate and inspire the audience while reinforcing brand positioning as a mindful and purpose-driven resource. A carousel format was used to break down the concept of setting intentions into digestible, actionable steps, increasing shareability and engagement.

Content Approach: The carousel format encouraged swipe-through engagement, increasing time spent on the post. Visual storytelling was key, using brand colors and mindful icons to align with the brand’s aesthetic. The post provided actionable insights, offering step-by-step guidance to make the concept practical and easy to apply. A strong engagement hook was placed at the end, prompting the audience to share their own intentions in the comments, fostering deeper interaction.

Results: On Instagram, the post achieved a 200% increase in saves, an 50% boost in shares, and 43% higher engagement compared to previous posts

Key Takeaways: Educational content that provides clear, actionable value enhances brand trust and credibility. Carousel posts with structured insights perform exceptionally well in both engagement and shareability. Clear, interactive calls to action drive community participation, strengthening audience connection and brand positioning. By leveraging a structured content strategy tailored to audience needs, this post successfully increased engagement, visibility, and brand alignment.