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Solo Work

The brief: Ongoing content strategy in line with brand refresh of international retailer. Create content beyond sales messaging. Increase reach. Demonstrate brand values and what Spotlight stands for.

What happened: Over six months, I conducted a content channel audit, ran workshops with internal stakeholders and associated agencies, devised editorial scope and created a specialised style guide, content calendar and bank of story ideas for the client. I managed a freelance team in executing and amplifying the first chunk of content for digital and social channels – everything from ideation and briefing to editing, approvals and uploading.

We created more than 20 stories for Spotlight, including projects, interviews, trend pieces, and photo galleries. Together with a freelance videographer, I produced a hero video showcasing a teen girl’s bedroom makeover. That story in particular grabbed lots of attention: one cutdown vid nabbed over 1000 reactions on facebook, with organic reach of 77,000+ (boosted to 700,000+ with spend).

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