One of my favorite brands on social media is Glossier. I admire how they’ve built such a cohesive and recognizable aesthetic across all their platforms through their minimalistic and natural approach to content. It feels very authentic, which I think is a big reason why their audience feels so connected to the brand. Glossier also does a great job of making its community feel like part of its brand story. Whether it’s reposting customer photos, featuring real skin textures, or using simple, enticing captions, their social media presence feels less like traditional advertising and more like a lifestyle their audience wants to be part of.

To create a viral marketing campaign for an online brand, I would start by rooting the campaign with a strong visual or emotional direction. A big part of that process for me is building out a mood board. to help align the look, feel, and tone of the content I'm trying to curate. It helps guide the visuals to be broader than simply storytelling but also the trends we want to explore. I'd also begin the process of researching current viral trends and formats on platforms like TikTok or Instagram but look for ways to put a branded twist on them so the content feels memorable. Through Excel, I will analyze past content performance to track metrics like engagement rates and audience demographics to help create content that feels relatable. I’d launch the campaign with a mix of organic posts while monitoring what content starts gaining momentum to push it further through boosting or reposting.

One creative marketing project I led was managing the social media presence of a local boba tea shop in Georgia. In addition to handling their content strategy, I also took on product and lifestyle photography to curate cohesive visual branding across platforms like Instagram and Facebook. I aimed to create content that felt authentic to their branding while trying to stay visually consistent. I focused on increasing engagement by experimenting with interactive content and customer shoutouts while also analyzing audience activity to determine the best posting times. Combining these strong visuals with strategic timing allowed me to help increase their average post engagement by over 40%. This growth not only improved their online presence but also strengthened their connection with the local community while bringing in new customers.