Recent social media strategy and content case studies - with results.

  • In my freelance social media portfolio, you’ll find a selection of recent case studies from brands I’ve worked with.

    Each project shows the social media challenge the brand faced, the approach I took, and the measurable impact I delivered.

Case study 01. I took full ownership of TrustedHousesitters’ 3 key organic channels to support the wider business goal of 30% membership growth by 2026.

I took full ownership of TrustedHousesitters’ 3 key organic social channels, brand content strategy and audience engagement. This work supported a 30% membership growth target by 2026 & highlights my social media portfolio across tech & pet niches.
Dog sitting on a boat in a canal in Amsterdam during daytime, surrounded by people with buildings lining the canal and a Dutch flag. Creative direction and TikTok campaign example showing travel, remote work and UGC content creation.
Happy adopted pug outdoors with tongue out in a yard with grass and wooden fence. TrustedHousesitters UGC example showcasing pet niche social media campaigns and tiktok series.
Decorated archway with pink flowers and DogFest 2025 signage, featuring dogs at an outdoor event with tents and people. Social media portfolio example showing the TikTok strategy I created for organic TikTok content and event coverage.
Close up of smartphone showing collage of cat photos with person and text 'My algorithm simply knowing me'. Gen Z audience engagement example, demonstrating stronger performance, consistent and strategic social media content.

  • The brand had previously relied fully on UGC from their community for organic content, the social channels were visually inconsistent and there was many missed opportunities. The brand was debating whether its purpose should centre on pets and their wellbeing or on empowering safe, meaningful travel, particularly for women.

    The Approach:

    • I built and led the organic social strategy across Instagram, Facebook and TikTok, leaning on trust and community to create social first ‘edutainment’ and humorous content that resonated with multiple ICPs which were optimised for brand awareness among millennial and Gen X target audiences.

    • Defined KPIs for socials alongside external stakeholders prioritising shareability and saveability as key metrics to guide strategy.

    • Set content pillars and personally produced social first videos and copy for UK and US audiences.

    • Pivoted content to a previously neglected audience segment (pet parents rather than pet sitters) to drive membership growth.

    • Collaborated closely with PR, talent management and internal teams to make sure content aligned with wider brand objectives, while overseeing comms management and UGC permissions.

    Achievements:

    • I produced the top performing Instagram post in 12 months which drove over 300% increase in shares in 4 weeks and boosted engagement significantly. Average saves per Instagram post grew by 34%.

    • The brand saw stronger engagement and more consistent and strategic social content. A full 360 social media lead and content creation role.

Le Chameau logo from 1927 with a black chameleon outline. Luxury brand social media campaign.

Case Study 02. I joined heritage footwear brand Le Chameau as they pivoted back to their original brand strategy after a period of high fashion marketing, which had left their socials feeling a bit flat and lacking personality. I developed a content and social strategy for their original Defender and Discovery audiences and leant into the authentic culture of the brand by leveraging UGC. I launched their TikTok channel ahead of their Autumn 25’ National Trust collaboration. I led the organic strategy and creative direction across the full 360 role. 

Luxury wellies brand Instagram reel example that shows on trend, reactive organic content and freelance social media strategy.
Ursula with a photogenic Highland cow on a farm. Outdoor brand social media campaign showing freelance social media strategy and content creation.
Collage of 9 social media clips and images - including countryside walks, yellow boots, garden doors, family, women outdoors, flowers, unboxed appliance and barn scenes. Freelance social media portfolio highlighting user generated content creation.
Woman taking a selfie in bed wearing glasses and a white T-shirt with text about opening welly boots for Glastonbury. Freelance social media manager portfolio showing TikTok strategy and UGC organic content creation.

  • Approach: 

    • I made Instagram the Le Chameaus’ priority social channel and added personality with user generated content to reconnect the Defender and Discovery audiences after a marketing strategy shift.

    • Launched their TikTok channel and produced content start to finish (creative direction, coming up with creative bold and on trend and culturally relevant ideas, filming, editing and posting) to match the refreshed, witty, grounded TOV.

    • I worked with the PR agency on talent briefs for organic.

    • Made sure every post followed ASA guidelines avoided any references to the royal family.

    • I tailored organic content for UK and French audiences by working closely with French team members in the business and prioritised what each audience segment cared about and how they used social, which re engaged followers. IG stories were a key part of the community building process.

    Achievements:

    • Reactivated UK and French audiences and French engagement went from 4% to 19% of total interactions within 90 days.

    • Implemented UGC, which boosted repeat engagement and brought French interactions closer to UK levels.

    • Instagram reach lifted by 272% in the 1st week of daily posting after the strategy refresh, reconnecting Defender and Discovery audiences.

    • Launched their TikTok channel and grew to 2000+ followers in 4 weeks, 30% of followers from France and consistent 12k+ views on content.

    • UGC led posts consistently outperformed brand only content and the first post I published became the most commented post in the past 12 months.

X PENG minimalist black and white design. Automotive social media campaign example showcasing freelance work, organic content and meme social media strategy.

Case study 03. Electric automotive brand XPENG were struggling to create social content that resonated with their UK audience which was limiting their social growth despite their G6 being an impressive product. The brand wanted to explore broader and more relatable car themed content to improve engagement.

X PENG - Automotive social media campaign example showcasing freelance work, organic content and meme social media strategy.
Collection of photos showcasing a silver Xpeng electric car, driving routes in the UK, and travel related scenes. Automotive organic social media examples.
White electric XPENG SUV driving through grassy area with trees, blurred to show motion. Freelance social media portfolio showing memes led social media strategy and brand awareness content.
Collage of XPENG electric vehicles showing cars, a person exploring a car, interior shots, and promotional content. Freelance social media portfolio highlighting TikTok and Instagram content, high quality iPhone content and social media campaign.

  • Approach:

    • I went beyond the initial brief to deep dive into XPENG’s UK audience and uncover their ICPs (including lifestyle, tech habits, family setup, mobility needs and car usage) to make sure the content resonated directly to their UK millennial and Gen X audience.

    • I used these insights to create a series of highly shareable and on brand memes that resonated with the audience across Instagram, TikTok, Facebook and X.

    Achievements:

    • I created a mix of organic content in different formats, informed by a deep dive into XPENG’s ideal customer profile, including relatable posts like UK October half term jokes for parents, to connect with their millennial and Gen X followers and build a stronger and more engaging social presence.

Growtropicals logo with leaf icon above company name. E‑commerce plant brand - social media strategist portfolio showing paid ads creatives.

Case study 04. I worked on a paid social strategy and creative production project for e-com houseplant brand GrowTropicals. I drove customer acquisition and retention campaigns that achieved up to 10.45x ROAS.

Potted plant with variegated green and pink leaves on a wooden surface, surrounded by other plants in a store or greenhouse. UGC content optimised for paid and organic social media campaigns. Freelance social media portfolio for e‑commerce house plan
Collage of paid ad creatives across social media platforms, including TikTok, Instagram, and Facebook. Freelance social media strategist portfolio showing UGC content, ad performance and campaign results for e‑commerce and lifestyle brands in Leeds.
Woman standing in a living room looking at her phone with a potted plant on a wooden table. Subtitles read 'I just needed a tiny bit of expert help.' Freelance social media portfolio showcasing tech niche paid ad content.
Man standing in a greenhouse with tropical plants on shelves behind him, speaking to the camera. Freelance social media portfolio showcasing strategy, brand founder led content, and UGC campaigns.

  • GrowTropicals needed to scale paid social performance during a key testing phase. There was no structured UGC strategy and limited understanding of what content would perform best for paid ads.

    • Led end to end UGC strategy

    • Produced 100+ short form paid ads.

    • Spent time weekly in the plant nursery filming and empowering staff to appear in content to build founder led strategy.

    • Focus brand awareness and top of funnel ads creation performance -produced and edited Meta Ads

    • Worked closely with the founders and paid media team and adjusted content and creatives in response to performance data.

    • Audited paid and organic content and identified opportunities to make Instagram posts more actionable and connect users to product info.

    • Improved the user experience on plant product pages through subtle UX tweaks more engaging copy.

    Achievements:

    • ToF paid ads I created pulled in a 9.30x and 10.45x ROAS.

    • Website copy and UX contributed 30% uplift in conversions in 2 weeks.

Logo for House of Kòjo featuring a stylised leaf design. Freelance social media portfolio highlighting brand identity, content creation, and e‑commerce campaign work. Leeds social media strategy.

Case study 05. I was briefed to create and lead the organic social strategy for House of Kojo, Growtropicals’ sister brand, following a change in hands that had left the brand feeling disconnected from its audience. Their engagement was low on socials and the brand was considered as a bit of an afterthought. The challenge was to reposition the brand and build a clear, audience led organic strategy that would rebuild connection and drive action.

Young woman sitting in an armchair next to a side table with a potted plant, looking at her phone. Social media portfolio example showing UGC content, organic campaigns and lifestyle plant brand strategy targeting millennial audiences.
Close-up of pink and green variegated houseplant leaves with sunlight. Freelance social media portfolio showing examples of UGC content, e-commerce plant campaigns and organic social media strategy.
Person holding a potted monstera plant with large variegated green and white leaves against a plain wall. Freelance social media portfolio showcasing iPhone UGC content.
Close up of a rare houseplant plant with green leaves in an orange pot, surrounded by pink pots with handwritten messages, against a soft pink background. Freelance social media portfolio showcasing Instagram strategy.

  • Approach:

    • Created organic content strategy after full audit

    • Developed a repurposing strategy to leverage unused long form copy.

    • Made “education through inspiration” a core pillar so content felt useful, engaging and worth saving / sharing and position House of Kojo as a thought leader in the houseplant space.

    Achievements:

    • Suggested UX improvements on the website and worked with founder to implement ( such as adding a “filter by room” option, which drove a 30% uplift in conversions within 2 weeks)

    • Increased Instagram engagement rate from 1.8% to 4.6% (above the e‑commerce average)

    • Improved IG story views by 57% on average after introducing interactive community features and customer first focus.

    • Website visits increased by 26% in 4 weeks after social strategy changes.