Here are a few recent projects I’ve worked on across social, content and paid ads.
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In my freelance social media portfolio you will find some recent case studies of brands I’ve worked with. Each project shows the key social media challenge the brand faced, the approach I took and the measurable impact that 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.
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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.
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.
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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.
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.
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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.
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.
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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.
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.
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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.
PAID AD CREATIVES.
Click the + to see exactly what impact I made for each project.
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I strategised and created a series of paid ad assets for financial education platform female invest. The brand’s campaign goal was to drive free webinar sign ups, grow memberships and increase brand awareness through fresh ad angles. I developed the scripts and produced ad assets that were value first and relatable.
For example, in 1 video I broke down simple steps to organise your money (like building an emergency fund) and incorporated soft education naturally. We also tested fun and on trend creative angles such as 'girl math.'
Results:
Meta tracked over 300 sales influenced by one of my ads.
• CTR (all): 1.55%, over 50% higher than average
• CTR (link): 0.66% vs 0.51% average
• CPM: £18 vs £17
• Average Video Play Time: 5 seconds vs 3
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I was briefed by Richmond & Towers agency to creatively ideate, script and produce a high energy short form UGC paid ad for the brand Rustlers’ new product the epic double cheeseburger. The ads goal was to put taste front and centre to encourage shoppers to head to the supermarket and try the new product.
Results:
The content ran across Instagram, TikTok and Snapchat over a x3 month period.
The agency asked me to produce additional UGC ads for their other FMCG clients.
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I was briefed via Creative Race agency to create a series of paid ad assets for Northern and showcase destinations accessible by train. Two of the ads I created highlighted interesting things to do in Bradford, and in another I did the ad on a wholesome autumn day out in Sheffield. The goal was to show how easy and enjoyable it is to travel with Northern and to encourage viewers to book in advance to save.
Results: The strong performance of the ads led the brand to extend their usage.
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I worked with income protection and life insurance broker IGC to create a series of assets that were optimised for both paid and organic social and performance channels.
I initially came on in a freelance content creation ‘execution only’ role but I quickly identified that while the scripts that were provided were technically accurate they weren’t connecting emotionally with the brands target millennial audience.
I collaborated with the in house team to reshape the messaging and introduced a system where each asset had a single pain point to make the ads feel more organic. This naturally evolved my role into a creative strategist position after my deep dive audit uncovered trust gaps that were causing buyer’s remorse.
Results:
The Tenner Test video achieved 139.42% ROI, 664k TikTok views and just over 1.08 million Meta. View this ad here.
Call No One Wants video reached 48.69% ROI, 121k TikTok views and 141k Meta impressions (to date).
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I worked via an agency for SKY to create organic content for the launch of the SKY VIP Lounge at the First Direct Arena in Leeds.
The deliverables were an instagram story and a voice over reel which SKY boosted through a paid partnership.
Results: 205k views, 247 likes and 32 saves (to date).
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I worked with First Direct through agency We Are Social. I was briefed to take their ‘worry spiral’ concept and turn it into a fun, talk to camera, organic feeling asset for their paid ad channels. Watch the ad here.
Results: 8.4 million views on TikTok.
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I worked with the period care brand Daye to create paid ads for their performance channels. The campaign performed exceptionally well and was described as one of the best performing ads the brand had ever run.
Results: The ad generated over 65+ orders, reached 143,681 people and achieved 430,785 impressions.
CPM of €15.88
CPC of €2.96
2,311 clicks across all audiences.
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I worked on a Planta × GrowTropicals collaboration to create a series of paid ad assets for the plant care app. I strategised and led the creative ideation, filmed the content in house and edited the assets.
For GT I created over 100+ evergreen and seasonal creative assets for paid ads and worked closely with the external paid social team to iterate ads based on Meta performance data.
Results: A number of paid ads I created for GrowTropicals achieved up to 11x ROAS.