Content Marketing · Social Media · Influencers

Turning content into repeatable business growth

I connect social content and creator partnerships with in-app campaigns, then track the path from interest to redemption and ordering. The $1 Challenge, off-platform Milk Tea Festival and brand presales are different applications of the same goal: turning content into measurable user activity.

A process I can repeat

Trend insights

Identify timely food and lifestyle topics relevant to the target audience.

Topics and content

Develop the angle, offer explanation and creator brief around a specific user need.

Data review

Review prior content and campaign results before planning the next launch.

Campaign launch

Coordinate social posts, creator publishing and in-app participation routes.

Funnel optimization

Track redemption, use and ordering to locate gaps between interest and action.

Process documentation

Document what worked so the format can be reused across campaigns and cities.

Project results

Social promotion brought users into the in-app $1 campaign.

City DAU Growth (%)

Las Vegas
7/20–7/26

+94.67%

Queens
8/17–8/23

+10.52%

Los Angeles
8/17–8/23

+12.98%

Houston
8/24–8/30

+62.17%

Philadelphia
8/31–9/6

+67.29%

Edison
8/31–9/6

+56.34%

Brooklyn
8/31–9/6

+11.89%

Columbus
9/14–9/20

+123.33%

Pittsburgh
9/21–9/27

+99.98%

State College
9/21–9/27

+87.73%

Champaign
9/21–9/27

+79.56%

Lafayette
9/21–9/27

+86.83%

Creator brief in practice

Before creators publish, I put together a brief covering audience pain points, content angles, visual requirements and how to participate in the campaign. This gives creators clear campaign information while leaving room to tell the story through their own everyday experiences.