In 2021, I collaborated with the founder of YEW! Your Environment's Wax, a sustainable surf wax brand, to launch and grow their TikTok channel from scratch. Our goal was to establish a strong online presence that resonated with environmentally conscious surfers.

The primary challenge was building brand awareness and a follower base in a niche market, starting from scratch on TikTok.

STRATEGY We focused on creating authentic, engaging video content that highlighted the brand's commitment to sustainability and its unique space in the surf industry. I was responsible for the content creation, from filming to editing to posting, ensuring consistency in style and messaging that aligned with our potential audience's values and interests.

EXECUTION Together with the founder, I crafted a series of dynamic TikTok videos that showcased the product in action, educated viewers on sustainable practices, and engaged the community through creative visuals and storytelling. Our approach combined humor, educational content, current trends and community engagement to build a loyal following.

RESULTS Within a year, we successfully grew the account to 130K followers and over 4 million likes, making YEW! a recognized name in the surf community. As of now, the channel has continued to thrive, amassing over 442.2K followers and 24.4M likes, demonstrating the lasting appeal and effectiveness of the content strategy we implemented.

REFLECTION This experience has been instrumental in demonstrating the effectiveness of targeted content strategies in niche markets. The sustained growth and engagement on the YEW! TikTok account highlight the impact of well-crafted digital content and its ability to connect with and expand a dedicated community.