Paco and Pepper - Social Media Management

01 — Project details

Our goal was to rapidly grow the client’s Instagram following, reach, and engagement rate, while fostering a stronger sense of community and relatability.

02 — Strategic process

After performing a thorough audit, I completely overhauled the client's existing social strategy. We revamped the client's approach to community management, content creation, graphic design, posting cadence, and performance analysis.

Viral Carousel

I created a carousel in honor of Black Cat Awareness month. The goal was to create a viral hook playing on the fact that there are so many negative myths surrounding black cats, and then reverse the viewer's expectations by introducing positive myths. In doing so, I hoped to raise awareness about the higher rates of euthanasia and long shelter stays that black cats endure. The post immediately went viral.

Shareable & Viral Content Loop #1

I created a satircal series called "Stop using anti-cat language" to poke fun at common sayings and idioms involving cats. The results have been incredible. And the best part is that this is now a series, meaning the boost in engagement and followers is easily replicable.

Shareable & Viral Content Loop #2

I created a retro-inspired series of motivational and comedic quotes paired with photos of cats. Our feeds are being inundated with so much AI slop, so most social media users now crave content that looks authentic and feels nostalgic. The aesthetic of this series aims to provide that. The results have been excellent, and it's an easily replicable concept.

Educational Carousel

I created an educational carousel to strengthen trust and community building for the brand. This is another easily replicable format.

03 — Results

By using a community-first approach and creating viral content loops, I managed to achieve 2.7M organic monthly views on Instagram, and 30% follower increase.