Glossier, Nike, and Duolingo are some consumer social media brands I most enjoy. Glossier is unique because its minimalist, community-oriented marketing strategy allows actual customers to engage with the brand, making it feel both aspirational yet approachable. Duolingo’s humor and mascot’s chaotic energy sharply translate to TikTok and their other social media platforms, enabling them to market content that helps, not hinders, audience learning. Nike uses exceptional storytelling alongside their visually fascinating advertisements to consistently inspire and uphold their brand values. All of these brands create tailored content and marketing strategies that evoke deep emotions and interactions, demonstrating profound understanding of their audience.

As for developing an online brand's marketing strategy, I would begin with formulating a plan for execution that aims at going viral by first starting with the emotional trigger - inspiring, funny, or highly relatable. After that, I would create something simple that could fit perfectly with the current trends in the brand’s marketing platforms. It would be wise to study the target audience’s demographics and preferences language and behavioral patterns, and shape their content to suit them - a Tik Tok challenge, a bold carousel post, a series of memes, or even a sequence of posts. This approach could also be used by collaborating with micro-influencers or utilizing trendsetters to create the campaign organically. Nevertheless, the campaign's content should be made sure to have a clear unforced brand aspect that ensures recognition while the content spreads.

One of the most successful social media projects I led was for the café I work at, where I created a TikTok video that went viral with over 1.2 million views. The concept was simple but engaging. It highlighted our day in a life working at the cafe in a fun, relatable format that tapped into trending audio and local humour. I handled the filming, editing, and captioning to align with TikTok’s algorithm and audience preferences. As a result, our page gained a significant spike in followers, and we saw a noticeable increase in foot traffic, especially among younger customers who discovered us through the video.