caitlin cullen
Dose
Project: Always On Social
Deliverables: Content Strategy, Social Content Creation (Instagram, TikTok, YouTube, Facebook)
Dose set out to elevate its social presence and connect with audiences in a meaningful way. To achieve this, our first step was to design a cohesive social and influencer strategy that would engage users and grow brand awareness. We developed a series of content initiatives including "Dose on the Street," "Daily Rituals," and "Sit Down with Dose"—each tailored to bring the brand's story to life, educate on liver health, and inspire daily wellness habits. Alongside creative content development, we revamped performance reporting, enabling the team to adapt and respond quickly. health.
Results: +32% engagement and +15% in CTR
GoodPop
Project: Always On Social
Deliverables: Content Strategy, Social Content Creation (Instagram, TikTok, YouTube, YouTube Shorts)
For GoodPop, we focused on creating a fun and engaging feed optimized to connect with millennial moms and millennial professionals. Content highlights include the GoodPop Popline, which encouraged the brand’s social community to call a limited time hotline for free pops, and the April Fool’s limited time pop where followers were encouraged to share their wildest ideas for pops.
Meta
Project: @wetheculture
Deliverables: Content Strategy, Social Content Creation (Instagram and Facebook)
To help amplify the voices of Black creators, Meta wanted to launch a new program that focused on the stories and craft of Black creators on their platforms. For this project, our first step was to develop the strategic platform for the program, the fundamental messaging and brand look that would drive all content creation. After that, we generated a list of 30 creators, and developed our first batch of video assets that rolled out across Instagram and Facebook.
Results: +10,000 followers on Instagram and +15,000 followers on Facebook in the month after launch.
Hanna Andersson
Project: Always on Social
Deliverables: Content Strategy, Social Content Creation (Instagram, Facebook, Pinterest, Facebook Group, and TikTok), Content Creator Partnerships
To help Hanna Andersson grow brand awareness and revenue, I developed a multi-channel content strategy that showcased the brand’s unique positioning and products. In addition to the brand’s existing social channels, I launched their TikTok account, which showcased the brand to MomTok, driving significant engagement and click-through.
Results: +15,000 followers on TikTok, 3.2 million video views on TikTok, and a +32% click-through
Canada Goose
Project: Your City in Spring
Deliverables: YouTube Preroll
Canada Goose needed a fresh way to highlight their line of products for Spring. To celebrate their global footprint and showcase their product in real life, we partnered with five photographers who were asked to show us their city in Spring. The resulting content included the photographers images, and included the capture process behind the scenes to take social viewers along for a journey into Spring.
Levi's Made & Crafted
Project: F/W Campaign
Deliverables: Content Strategy, Connected TV, and Social Content (Instagram, Facebook, and YouTube)
For their Fall/Winter campaign, Levi’s Made & Crafted wanted to differentiate themselves from Levi’s mainline, and create an elevated and story-first campaign. Based on that direction, we developed a content strategy and creative approach that was based around the theme of connection. Focused on the prolific Japanese writer Kunichi Nomura, the project followed his journey as he traveled around New York connecting with his creative community and showcasing Levi’s Fall/Winter collection.
The campaign rolled out on Instagram, Facebook, YouTube, across in-store displays, print, and web.
Results: +40% increase in engagement rate and a +37% increase in website click-through
Tinder
Project: Put Yourself Out There
Deliverables: Social Strategy & Content Creation
You can still find connection, even if it’s online. Based on that idea, we created the “Put Yourself Out There” Challenge, which allowed consumers to focus on the small things they could control - like their Tinder bio. Launching with Megan thee Stallion on Instagram, consumers were challenged to re-draft their Tinder bio, reflecting their authentic self, and posting a screenshot on social media with #PYOTChallenge.
Results: 800 million impressions, 15,000 submissions
Wldkat Skincare
Project: Brand Launch Campaign
Deliverables: Launch Film & Social Content
Wldkat Skincare was set to launch in 2020, then a global pandemic hit the world. Instead of delaying their plans, we created a comprehensive campaign that allowed the brand to seize the moment, and join the conversation.
LG Electronics
Project: Life's Good Brand Film
Deliverables: Long-form YouTube Content
To showcase the power of creativity and positivity, LG launched the "#LifeisGood #LifeisGoodFilm" project—a film capturing young creatives sharing their personal perspectives on life, passion, and purpose. With the message of "Life's Good," we sought to highlight how these individuals use their platforms to spread positivity and uplift others. Directed and narrated by Amelia Conway, the film was a celebration of resilience and creative expression, produced entirely through remote and pre-recorded content.
Results: 5.7 million views on the launch film