RS
Social Media
Social Media Launch | Carolina Coffee Crawl
Carolina Coffee Crawl was a semester-long class project developed as a hands-on learning experience in social media marketing, content creation, audience engagement, and digital analytics. The project focused on promoting local coffee shops through authentic lifestyle and review-based content while strengthening brand storytelling and community engagement. Content was strategically created and managed across both TikTok and Instagram to compare audience behaviors, content performance, and platform-specific engagement strategies. Over 90 days, the Instagram account generated approximately 8,000 reel views, 3,700 viewers, 421 likes, 35 comments, and 36 shares across 13 reels, while TikTok analytics showed 6,842 video views, a reached audience of 5,543 users, 172 profile views, 528 likes, 17 comments, and 15 shares over 12 weeks. Through ongoing performance tracking, we analyzed which content formats, storytelling approaches, and engagement tactics resonated most with audiences, while also identifying key differences in how users interacted across platforms. This project provided valuable experience in content strategy, analytics interpretation, and platform optimization. The attached document further discusses the insights gained from this experience, what we learned from audience behavior and performance metrics, and how we would strategically improve and grow the brand moving forward.
Below is an example of a campaign I designed for A Cup Full Cafe. This was a strategically planned content campaign developed to promote a local coffee shop through visually engaging, trend-driven social media content. The campaign included a full creative content plan, mood board development, shot list creation, and platform-specific content strategy tailored for TikTok and Instagram. Content concepts included barista spotlights, café reviews (“Crawl With Us”), aesthetic lifestyle content, beverage and menu highlights, behind-the-scenes footage of coffee-making, and trend-based videos designed to increase audience engagement and drive foot traffic. The campaign emphasized storytelling, authentic brand representation, and consumer connection by showcasing both the café atmosphere and customer experience through visually cohesive content. Research into current TikTok trends and competitor inspiration informed the creative direction, while a detailed shot plan ensured brand consistency and optimized content performance across platforms. This project strengthened skills in creative direction, campaign planning, visual storytelling, social media strategy, trend forecasting, and content production.
Example of Content Collected
Social Media Rebrand | Rhode
This project was developed as a mock project to showcase my social media strategy for Rhode in December 2024. I began by transforming Rhode's Instagram feed by integrating various techniques such as UGC content, sensory marketing, and testimonials. I first pictured the feed to show the difference and then explained my strategy below.
Sunrise Yoga
Sunrise Yoga is the result of a project assigned in my Digital Marketing course taken at Coastal Carolina University. We were instructed to create a website on something we were passionate about and use the tools we had learned throughout the class, such as SEO's, digital marketing, web design, etc. Creating a social media for the company was not required, but was encouraged as it would help with analytics throughout our websites. I took the liberty of creating an Instagram and Facebook page for Sunrise Yoga, creating a mock version of what could become a reality. This entire project was created with AI-generated images, but the strategy and creativity were implemented through skills learned in the class.
