CONTENT STRATEGY FOR SOCIAL STORYTELLING.
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Social content was heavily product-focused, limiting opportunities for deeper audience connection.
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Platform trends were shifting toward authenticity, personality, and community-driven engagement.
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Content formats lacked a cohesive strategy across video, visuals, copy, and interaction.
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The brand needed to translate its emotional identity into stronger digital experiences.
RESEARCH
Competitor analysis, trend research, and sentiment analysis to understand audience behaviors and platform opportunities.
INSIGHTS
Identified audience preference for authentic storytelling, community interaction, and emotionally driven content.
STRATEGY
Recommended a shift toward personality-led storytelling, stronger community engagement, and an integrated cross-platform approach.
DELIVERABLES
Developed a strategic deck, visual examples, and curated references to guide future content development.
Following the strategic recommendations, content quality and reach improved and the brand's TikTok following grew from approximately 150,000 to 200,000, a 33% increase that reflected a meaningful shift in how the content was connecting with and reaching audiences.
This project reinforced that the most effective content strategy is about producing with more intention. Understanding what an audience actually wants, and translating that into a content strategy a brand can act on.
TIKTOK SHOP & CREATOR COMMERCE.
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TikTok Shop presented a new growth opportunity, but audience purchasing behavior was still emerging
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The platform required a shift from traditional social publishing toward creator-driven, conversion-focused content.
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Disney Store needed to explore how a heritage brand could enter a commerce-first environment while maintaining its emotional connection.
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A clear roadmap was needed to guide channel entry, content direction, and long-term social commerce growth.
RESEARCH & ASSESSMENT
Analyzed platform trends, audience behaviors, and category performance to evaluate TikTok Shop’s growth potential.
JOURNEY STRATEGY
Mapped the customer experience to determine where storytelling could naturally support purchase decisions.
COMPETITIVE INSIGHTS
Identified best practices from brands leveraging creators, content formats, and promotions to drive commerce.
GROWTH RECOMMENDATIONS
Created a social commerce strategy covering creative direction, affiliate opportunities, and creator partnerships.
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Creator-Led Commerce:
Developed opportunities for creator partnerships and affiliate marketing to build trust and drive product discovery.
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Storytelling-First Content:
Recommended integrating products into more organic, entertaining, and platform-native narratives rather than direct promotion.
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Connected Social Ecosystem:
Outlined ways TikTok Shop could complement existing social channels and support the broader content strategy.
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Social commerce strategy recommendations
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TikTok Shop launch research
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Competitive analysis
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Creator and affiliate opportunity mapping
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Platform/content recommendations
I addressed engagement gaps across Disney Store's social platforms.
The research, analysis, and strategic recommendations developed during this period are shared here as case studies
The creative assets remain confidential.