An example of a successful social media campaign I have worked on, was during my time as Marketing Manager for CPA Ontario: York University. There was a period of time where we experienced extremely low engagement levels, and I knew this was a bad thing given, that we were expected to promote the organization and our membership across campus, and build a relationship with students. After identifying this problem, I also offered a solution, which was short form video content. I understood the primary audience of social media, and specifically our audience, enough to know that they have a shorter attention span and enjoy fast paced content, being someone who is part of the same generation. This is why I knew that incorporating reels into our Instagram pages would bring in higher engagement levels. I went scrolling through social media for common trends, and after finding a few, I gathered with my team to film a couple of 15-20 second reels. I spaced out the release of each reel to allow for visibility, after just a few weeks, we experienced a growth in followers, likes, comments, and views. As a result, we were able to better reach students in the community and spread the word of our organization. This is a campaign I was very proud of, as it helped me develop my problem solving skills, and taught me that fast paced content is what drives engagement on social media platforms.

I stay updated on the latest social media trends through my constant activity on social media platforms such as Instagram, and TikTok. As I swipe through my For You page, I try and identify if there is a growing trend that can be made use of before it fully blows up, or an existing popular trend that could be used as well. I also try and keep up with patterns in the way successful influencers film their videos or how videos that blew up were filmed, and what specific type of hashtags they used so that I can incorporate the same hashtags in content I create. Another way I keep up with social media trends is by scrolling through LinkedIn. I follow many professionals, content creators, and companies in the Marketing and Social Media space, who are consistently posting about recent, growing trends, along with how to achieve some of those trends. Reading through these posts informs me on how I can best incorporate these trends in my content.

When I worked as a Marketing Manager promoting CPA Ontario events at York University, I noticed a recurring issue with students who were unsure about how to sign up for our program and didn’t understand the benefits of joining. Many would comment on posts or reach out directly, expressing confusion about the process and the value. I first gathered all the common questions and challenges students had, especially about the Post Secondary Ambassador Program (PSAP) and CPA pathways, and noted areas where they struggled most—often around understanding the career benefits and registration steps. To address these challenges, I developed a short, visually engaging guide that explained the benefits of each program step-by-step. I highlighted real student stories to make the guide relatable and featured a simple sign-up tutorial. When I saw students expressing confusion or hesitation, I proactively reached out on LinkedIn or Instagram, offering to walk them through the steps one-on-one. I also shared the guide widely through social media and at events. After providing initial help, I’d check in a few weeks later to see if they had any further questions. This follow-up not only showed them that I cared about their experience but also kept them engaged in future events. As a result, we saw an increase in event sign-ups and fewer questions about how to join, and several students even reached out to thank us for simplifying the process. This experience taught me that being proactive and empathetic, as well as providing clear resources, can make a significant difference in helping users get the most out of a service.