While I haven't been featured on camera in a branded video, I’ve played a key role in planning and producing branded content. At Tailwind Group, I helped create a video campaign for our student housing property’s “Move-In Countdown” series. I worked on the concept, shot behind-the-scenes footage, edited clips using trending audio, and wrote engaging captions that aligned with our brand voice. The videos were posted to Instagram Reels and TikTok and helped increase engagement by over 35%. I’d love to be more involved on-camera in the future, and I’m always comfortable brainstorming, directing, or editing video content to fit the brand’s goals.

One successful campaign I worked on was during my time as a Marketing Assistant at Tailwind Group. We wanted to boost engagement and visibility for one of our student housing properties, so I helped lead a TikTok and Instagram push tied to a “Move-In Countdown” theme. I created a mix of videos, behind-the-scenes clips, and interactive stories to build hype leading up to move-in day. We used trending audio and encouraged residents to tag us and share their own content. Over the course of two weeks, we saw a 40% increase in story engagement and gained over 200 new followers. It also helped drive traffic to our leasing page, which translated into several new applications. It was a fun way to connect with our audience while meeting business goals.

I typically track social media performance using built-in platform analytics like Instagram Insights, TikTok Analytics, and Meta Business Suite. I focus on key metrics such as engagement rate, reach, impressions, follower growth, and click-through rates—depending on the specific campaign goals. I also monitor trends over time to understand what types of content perform best and where we can improve. At Tailwind Group, I used this data to guide content planning, report on campaign results, and make strategic adjustments to boost performance.