Case Study
Social strategy, from brand voice to business results
I lead social from strategy and creative direction through production, community, and performance. These cases show that work in two settings: growing an organic maker audience at Texas Colorful Filaments and leading social strategy, brand governance, and thought leadership at Future Habitat.
Texas Colorful Filaments ↓ · Future Habitat ↓
Texas Colorful Filaments
Growing a maker audience through product storytelling, community, and social commerce
My role: Social Media Director · Contract · 2025–present
Channels: TikTok, TikTok Shop, live video, Instagram/Facebook creative, and website merchandising
4,500+ TikTok followers
About 1,000 new followers per month · No paid ads
Audience figures as of September 15, 2026.
The challenge
Specialty 3D printing filament is a visual product. Color shifts, translucency, glitter, and silk finishes become meaningful when a maker sees what they do to a finished object. Colorful needed content that made those differences easy to understand, built trust, and connected interest with a relevant product.
I built the approach around the finished print: earn attention with a compelling result, answer the questions that follow, and give interested viewers a clear next step.
What I personally own
I set content priorities, develop concepts and copy, create and review visual assets, publish content, and represent the brand on camera. I host TikTok Lives, manage TikTok Shop work, support website merchandising, and develop relationships with customers, creators, and potential partners. I work with the owner on product information and commercial decisions.
That scope lets me carry the work through its full sequence: audience need, product story, creative development, launch, community response, and performance review.
The strategy: connect discovery, understanding, and action
- Show the result. Finished objects and close-up details reveal the creative payoff of specialty materials.
- Explain the product. Useful guidance and live Q&A help makers judge fit and raise questions before purchasing.
- Invite participation. Community prompts and conversations give people a reason to share projects, preferences, and ideas.
- Make the next step clear. Launch and bundle content connects interest with a specific offer and product page.
Comments, Lives, and DMs also inform the work. Product requests, creator interest, and recurring questions help me decide what to explain next and where merchandising needs to become clearer.
Creative direction: recognizable, readable, and accurate
I directed social creative using dark backgrounds, orange brand accents, prominent typography, and a consistent brand name. Each asset has a job: identify the product, reveal the finish, or invite participation.
My review includes product accuracy. For bundle artwork, I requested less exaggerated glitter and closer matches to supplied spool references. I also adapted creative to the platform, including 4:5 versions for Instagram and Facebook. The objective was a compelling presentation customers could recognize when they received the material.
Campaign example: carry a launch into the shopping experience
For the New Release Bundle, I connected Silky Silver, Fluorescent Green, and Shining Pink PLA through a shared launch presentation and a three-roll purchase option. I directed the artwork and website launch, aligning product names, contents, price, and available quantity with TikTok Shop at the time. The $39.99 website listing was verified live on September 10, 2026.
The related Expanded Bundle work required another decision: the collection included both PLA and PETG. I aligned its name across promotional and shopping copy, clarified the four included products, and replaced general PLA guidance with information appropriate to the individual spools. Website descriptions, search metadata, and social-sharing metadata were updated together.
Outcome: A completed launch with a more consistent offer from promotion to product page. Campaign-specific conversion lift was not measured in the available records.
View the New Release Bundle ↗
View the Expanded Bundle ↗
Optimization example: turn retention data into a creative decision
A September giveaway featured a finished Oogie Boogie print, making the prize relevant to people who did not own a 3D printer. The original post invited a Halloween-or-Christmas debate and kept entries in one place.
At the September 10 review, the post had 269 views, 14 comments, and three new followers. Average watch time was 18.83 seconds on a 72-second video, with 4% completion and the main drop-off at two seconds.
I used that pattern to direct a shorter reminder: reveal the prize immediately, tighten the explanation, and send viewers to the original entry post. I chose cinematic still transitions, corrected distracting audio, and refined typography and deadline placement.
Outcome: A 24.7-second reminder asset developed from an observed retention problem. Its subsequent performance was not available for comparison.
Watch the original giveaway post ↗
Community and creators: build relationships with a next step
I manage conversations around people’s actual projects and preferences. One creator relationship progressed from product use to a published seasonal-print post mentioning the brand. Other conversations surfaced potential retail interest and future product needs.
To support creator participation, I directed refundable-sample setup for 38 eligible non-bundle products with a three-qualifying-order requirement. I also defined standards for conversation continuity, follow-up, and owner escalations. Those standards informed a local inbox-workflow prototype; live deployment remained a separate next step.
Results and business judgment
The audience now exceeds 4,500 followers, averaging about 1,000 new followers per month without paid ads. An earlier milestone was growth from 985 to 3,500+ in under four months.
- 42 of 42 active TikTok Shop listings rated Good after corrections to 22 affected descriptions, verified September 4.
- $70.02 in gross merchandise value across two Lives, according to TikTok’s August 22–28 recap.
- 38 products configured for creator sampling, with defined commercial requirements.
I also act on mixed results. A weekly shop review showed customers and SKU orders rising while GMV fell. That prompted attention to affiliate activity and product availability. The Live recap showed stronger product click-through alongside weaker retention, pointing to the need to improve how sessions held attention.
What this demonstrates: I connect creative decisions with audience behavior, carry campaigns into the customer experience, and use performance to choose the next action.
Measurement note: Audience figures are self-reported. Dated shop observations and an automated Live recap support the operational and commerce figures. Shop totals are not attributed solely to social. Exact audience measurement windows and raw exports were not supplied. Selected AI-assisted imagery is presented as creative work.
Visit Colorful ↗ · Explore the TikTok channel ↗
Future Habitat
Social strategy and brand leadership through organizational change
My role: Senior Director of Social Media & Content · 2024–present
Organization: Future Habitat, formerly Urbana Systems
+2,000% engagement
+285% impressions
+108% unique visitors
Reported organic performance · November 2024–February 2025
The challenge
The organization needed a coherent digital voice through its transition from Urbana Systems to Future Habitat. Its subject matter included housing, development, sustainability, and the reuse of underutilized property. My role was to connect those complex topics to a recognizable brand perspective while keeping content aligned with leadership and the teams doing the work.
What I personally owned
I led social strategy and brand governance through the transition, contributing to naming, logo development, voice and tone, and the launch approach alongside leadership and creative partners. I developed the content calendar and produced material for public communications and sales support.
I reported weekly analytics to executive leadership and used the findings to inform messaging priorities, stakeholder targeting, and campaign iteration. I coordinated with Sales, Architecture, Learning, and Operations, and directed creative partners with responsibility for quality, accessibility, and brand consistency.
The strategy: build a recognizable point of view
The Future Habitat editorial work centers on a practical idea: existing buildings and infrastructure can contribute to housing solutions when the development approach changes. That perspective gives the brand a consistent subject and purpose across long-form articles, social posts, and executive communication.
I used long-form LinkedIn writing to give the brand a substantive role in the housing conversation. The work translates complex industry subjects into an accessible public narrative, with a consistent voice and a clear connection to the organization’s purpose.
Selected published thought leadership
The Suburban Shift: Building Housing Where We Least Expected ↗
June 5, 2025. I widened the housing discussion beyond downtown office conversions to underused suburban commercial sites. The piece connected the brand’s adaptive-reuse perspective to familiar places such as office parks and retail corridors, then addressed practical obstacles and potential next steps.
From Headlines to Hallways: What Real Progress in Reuse Looks Like ↗
September 24, 2025. A continuation of the editorial emphasis on practical progress behind the conversion headlines.
The Buildings Are Not the Problem. Our Approach Is. ↗
March 25, 2026. Further development of the brand’s point of view on the approach to reuse, bylined in my role as Senior Director of Social Media and Content.
Leadership and results
The reported organic results were +2,000% engagement, +285% impressions, and +108% unique visitors during November 2024–February 2025. Beyond those audience measures, the work demonstrates executive partnership, brand governance, cross-functional coordination, and sustained thought leadership.
My role was to bring departmental knowledge into a shared communications process, apply a consistent voice, and give leadership usable performance feedback. That required collaboration with subject experts and business teams as well as hands-on writing.
Measurement note: Reported results cover November 2024–February 2025 and are documented in my resume. The later articles demonstrate ongoing editorial work and are separate from that growth period.
How I lead social
Colorful demonstrates organic audience growth, product storytelling, community work, campaign iteration, and live commerce. Future Habitat adds executive partnership, brand governance, and a sustained editorial point of view. Together, they show how I connect daily execution with the responsibilities of leading a social function.
Connect with me on LinkedIn ↗ · View more content samples ↗
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Updated September 2026
