Disney Store

Project: Market Research and UX Insights for Digital Campaign Strategy

Role: Content Strategist

As a Content Strategist, I helped inform social and campaign strategy through market research, competitive, social, UX insights. My work focused on understanding what drives engagement across platforms and turning those findings into clear, creative ideas for seasonal campaigns and digital activations. I partnered with marketing and creative teams to turn insights into content that felt real, brand-aligned, and results-focused.

Case Study 1: Pre-Launch Market Research and UX insights for TikTok Shop

Overview: As part of pre-launch initiative for brands's TikTok Shop entry, I supported strategy development with a focus on understanding how audiences interact with e-commerce content, what drives purchase intent on short-form video platforms, and how to make the brand's storytelling translate into authentic experiences.

Approach:

I conducted research and across market, competitor, and platform insights to evaluate how brands and creators drive discovery and conversion. This included analyzing creator-led campaigns, identifying emerging social trends, and mapping audience behavior around shopping trends. I then synthesized these findings into strategic framework to guide storytelling, creator partnerships, and early content direction.

Outcome: The work informed content planning, creator engagement, and seasonal campaign strategy ahead of launch. It also helped define how to balance performance goals with storytelling authenticity, shaping the foundation for the brand's social commerce approach.

Takeaway: Strengthened my ability to connect UX and audience research with creative strategy, translating insights into both content design and measurable marketing outcomes.

Case Study 2: Competitive Insights for Affiliate and Creator Commerce Strategy

Overview: As part of e-commerce strategy for Disney Store, I conducted a competitive analysis of leading affiliate and creator commerce programs. The goal was to understand how retailers structure their partnerships, incentivize creators, and convert content engagement into sales to inform the brand's social commerce roadmap.

Approach:

I analyzed affiliate ecosystems across major U.S. retailers, comparing user experience flows, creator onboarding, and promotional tools. The research focused on patterns in how creators drive product discovery, how incentives are communicated, and how customer journeys evolve from content to checkout. I then translated these insights into strategic opportunities around storytelling, creator partnerships, and platform-native promotions.

Outcome: The work distilled complex industry models into actionable insights, guiding early decisions on future creator engagement, performance content, and audience alignment, It helped define how the brand could approach social commerce authentically while staying true to its storytelling roots.

Case Study 3: Research and Content Planning for Retail Storytelling

Overview: This project explored how a retail brand could extend its storytelling beyond transactional experiences through a long-form, editorial-style platform. The goal was to understand how narrative content could highlight products, surface fan stories, and showcase merchandising in a way that complements the retail experience.

Approach:

I conducted competitive and content research across lifestyle and retail brand blogs to identify effective storytelling patterns. From these insights, i developed recommendations for content themes, tone and structure, balancing editorial depth with product visibility. The proposed framework included product spotlights, behind-the-scenes features, and community-driven stories, supported by interactive elements to enhance engagement. Early visual direction and mockups explored how content could flow on-page while maintaining discoverability.

Outcome: The work informed strategic recommendations for content planning and audience engagement, outlining how storytelling could strengthen emotional connection, encourage repeat visits, and present merchandise in a more authentic, experience-led way.

Takeaway: Strengthened my ability to combine research, editorial thinking, and brand strategy to design content experiences that balance storytelling with commercial goals.

Case Study 4: Improving Social Video Storytelling

Overview: This project aimed to enhance brand's social media video content by making it more engaging, story-driven, and reflective of the retail experience. Using a conceptual holiday video as a case example, the goal was to demonstrate how storytelling and merchandising could integrate effectively.

Approach:

Research and Trends: Analyzed retail and seasonal campaigns, audience behaviors, and competitor storytelling approaches.
Content Ideation: Developed a long-form video concept showing how emotional storytelling and product integration could boost engagement.
Visual Direction: Created sample frames and mockups illustrating tone, narrative flow, and product visibility.
Strategic Insights: Synthesized actionable recommendations for future social content, emphasizing authenticity, emotion, and brand storytelling.

Outcome: The conceptual video provided a model for combining storytelling with merchandising goals, enhancing brand affinity and audience engagement.

Takeaway: Strengthened my ability to link research, content planning, and creative execution, showing how insight-driven visuals and strategic ideation can create emotionally resonant social video experiences for retail audiences.