Organic Social Content
Role: Content Producer (Copywriter + Art Director + PRODUCER)
Playskool wanted to use Facebook to reach millennial moms, a digitally savvy audience exploring first-time motherhood through the lens of social media. The brand's social presence, however, was saturated with sentimental quotes and images of stock babies.
As the Content Producer, I devised the content strategy, conceptualized each post, wrote copy, and managed the day-to-day content calendar. I led a three-person team to boost social engagement and change the perception of Playskool from a legacy brand to one tuned into the modern mom experience. Anchored by a content strategy inspired by successful mommy blogs, we worked to create relatable, sharable content that sparked open conversation within a welcoming atmosphere.