Alongside the Natusan and Lovebug blogs, I also managed the social media accounts for both brands and worked on regular interactive games—and their promotion—for Natusan.

Managing both brands, with a focus on Natusan, I maintained a consistent posting schedule across Instagram and Facebook. Visuals were created Canva, with photography sourced from the brand's shoots or stock imagery when necessary.

Every week, posts for both brands were uploaded into Hootsuite, where I wrote captions and ensured posts were adapted to their respective platforms.

I also managed Linktree to keep promotions, blog posts, games and key products easily accessible from the link in bio, and aligned with post CTAs.

With the freedom to try new post formats and content, I soon discovered that cat-based humour was the key to connecting with Natusan's audience of cat owners.

Creating cat memes using popular trends (and plenty of photo submissions from cat-owning friends) saw Natusan's fun, shareable content regularly receiving over 400% more engagement than typical brand and product-based posts.

Natusan's humorous posts consistently resulted in:

the highest numbers of likes, comments and shares,

boosts in profile views and new followers, and

increased reach, as people shared posts with friends and to their stories.

As smaller D2C brands within the wider Mars Petcare portfolio, Natusan and Lovebug could trial new ways of engaging with customers.

Natusan used Playable to create interactive games for events and promotions, and I worked on the concept, copywriting and promotion for each game.

Games were produced every quarter, either themed around calendar events—like Valentine's Day—or with their own fun and unique theme.

I worked on concept, copywriting for landing pages and win/lose pages, research for quiz-based games, UX copywriting for game flow, as well as promotional copy and graphics for social media.

Individual games had a huge impact on traffic, sign-ups and sales, resulting in:

Up to 33% increase in weekly sales

Up to 8.5k unique registrations per game

Up to 10% increase in Instagram followers

Up to 106% increase in email click rates vs normal brand emails

As with my work on the blog, Natusan's Playable games and their results were shared with the wider business as inspiration and best practice for brands.