Social Media Strategy & Content Management Portfolio
Danya Balero
📲 Social Media Marketing Case Collection
Content Strategy, Community Growth & Brand Consistency | Multi-Industry Brands
🎯 Project Overview
This project brings together a curated selection of social media strategies and content systems I’ve developed for brands across multiple industries, including retail, education, real estate, food, and services.
Rather than focusing on a single brand, this page showcases my ability to audit digital presence, define content strategies, manage communities, and translate brand identity into consistent, engaging social media ecosystems, tailored to different audiences, objectives, and business
models.
✏️ My Role
Across all brands featured in this portfolio, I worked as Account Lead / Social Media Strategy Director, responsible for:
Client relationship and account management
Understanding business objectives, promotions, and internal marketing initiatives
Translating client needs into actionable social media strategies
Coordinating creative and strategy teams within the agency
Ensuring brand consistency across all digital touchpoints
Planning and supervising content calendars and campaign execution
🔄 My Social Media Strategy Framework
Although each brand had unique goals and audiences, all projects followed a structured and repeatable methodology:
Brand & Digital Audit
Review of existing social media presence
Analysis of visual identity and brand guidelines
Identification of gaps and growth opportunities
Audience & Buyer Persona Definition
Understanding who the audience is
What content they consume
Their needs, motivations, and pain points
Value Proposition & Content Pillars
Definition of messaging priorities
Creation of content pillars (educational, commercial, inspirational, brand-driven)
Editorial Calendar & Campaign Planning
Monthly content planning
Alignment with commercial moments, promotions, and seasonal events
Integration with broader marketing actions (paid media, PR, events, offline campaigns)
Execution & Community Management
Content supervision and publishing
Community interaction and brand tone management
Continuous optimization based on engagement and audience response
🧩 Brand Highlights:
🛠️ ACE Orzuma – Retail / Hardware
For this retail brand, the focus was on maintaining strict alignment with ACE USA’s global brand guidelines, while adapting the content to the local market.
Clean, product-focused visuals
Clear communication of solutions and use cases
Strong emphasis on brand consistency and clarity
Social media as a key support channel for brand repositioning efforts
🏰 Kinderlandia – Private Preschool / Education
Kinderlandia already had a strong brand universe inspired by a magical castle concept.
The challenge was to translate that world into social media.
Creation of a playful, highly visual Instagram feed
Puzzle-style grid design to bring cohesion and personality
Development of characters and storytelling elements
Content focused on daily school life, emotional connection, and parent trust
📈 Result: ~40% community growth, with high engagement from parents and families.
🏗️ Promotora Jiménez – Real Estate / Construction
For this real estate developer, social media played a supporting role within a larger commercial ecosystem.
Highly informative and instructional content
Clear explanations of project benefits, locations, and buying process
Alignment with offline campaigns (press, events, traditional advertising)
Social media as a credibility and reinforcement channel
🥩 Premium Butcher Shop – Food Retail
This premium meat retailer required a balance between product appeal and value-driven content.
High-quality product photography
Monthly themed visual campaigns
Educational content (recipes, cooking tips, meat cuts, preparation techniques)
Strong integration with:
Local press
In-store activations
Radio advertising
The goal was to create a close, trustworthy, and educational brand voice.
🏠 Tayrona Inmobiliaria – Real Estate Agency
When the brand joined the agency, its content was heavily sales-driven.
The strategy shifted toward a more balanced, audience-segmented approach.
Educational content tailored to different buyer journeys:
First-time renters
Home buyers
Investors
Audience-based content pillars depending on knowledge and intent level
Photography-driven posts combined with practical guidance
This approach helped position the brand as a trusted advisor, not just a property seller.
🔍 Platforms & Tools
Instagram, Facebook, LinkedIn
Adobe Suite (Photoshop, Illustrator)
Canva
Content planning and scheduling tools
💬 Reflections
This collection reflects my ability to adapt social media strategies across industries, while maintaining strategic consistency, brand coherence, and audience relevance.
From playful education brands to highly commercial real estate projects, the common thread is a structured approach to content strategy, grounded in business objectives, audience insight, and long-term brand building.
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Posted Apr 29, 2022
A selection of social media strategies and content systems I’ve developed for brands across multiple industries, including retail, real estate and services.
