CONTENT STRATEGIES
Product & Brand Education
New Format Strategy
I spearheaded a content strategy focused on product education leveraging new media platforms and formats like TikTok and Instagram's Reels. Through innovative concepts such as listicles and "How To" guides, I simplified complex concepts surrounding our product technology and helmet care, positioning our luxury items as accessible and user-friendly within the market.
This educational content proved highly effective, becoming our most shared content over the past two years. By harnessing the power of new media and delivering valuable information in an engaging format, we not only increased brand awareness but also established ourselves as leaders in product education within the industry.
Role:
• Audience & Competitive Research & Analysis
• Ideation & Strategy
• Production & Execution
• Copywriting
GTM Social Support
New Media GTM Tactics
As social media marketing has shifted post-pandemic, I led the charge for changing our approach to go-to-market campaigns by adapting to the rapidly evolving landscape of content consumption. Customers are tired of being sold to, and want some sort of benefit from the brand and their content, whether that be physical or psychological. Recognizing the dominance of short-form video content, I strategized, produced, and created successful video content tailored specifically for platforms/formats like TikTok and Reels. By meeting consumers where they are, delivering content in a format they prefer, I ensured our messaging resonated with the right audiences, ultimately driving engagement and brand recognition in a dynamic digital era.
Role:
• Social Media Strategy
• Content Ideation
• Influencer and Celebrity/Athlete Marketing
• Production & Execution
• Copywriting
Race Focused
Nailing the Story
In the competitive landscape of action sports, where race coverage often feels repetitive, I implemented a fresh content strategy to distinguish our brand through unique storytelling on platforms like TikTok and Reels. By crafting short-form content tailored for these formats, I engaged our audience with compelling micro-stories that provided fans a unique POV into the world of racing only Bell could give.
Role:
• Social Media Strategy
• Content Ideation
• Production & Execution
• Copywriting
Athlete Focused
As racing is a key pillar for the brand, my content strategy centered on leveraging our athletes, such as motocross rider Jeremy McGrath and freestyle athlete Axell Hodges. By crafting compelling stories through short-form videos, we aimed to deepen audience’s engagement and increase brand visibility through untapped markets. With a primary focus on Shares and Saves as Key Performance Indicators, we successfully widened our reach, resulting in overall significant growth, increasing Instagram followers by 20% year-over-year, and TikTok followers from 45k to 102k within just six months.
Role:
• Social Media Strategy
• Ideation & Strategy
• Production & Execution
• Copywriting