Consumer SOCIAL
Quarterly & Monthly content plans
As a Social Media Manager at EvansHardy+Young, I owned content planning for two national food/beverage clients, Martinelli’s and Grown In Idaho®. This process started by leading cross-functional quarterly brainstorming sessions, from which I would then map out content plans for the upcoming fiscal quarter. These plans included not only post ideas and themes, but also giveaway and brand partnership ideas that I would then execute.
Once my quarterly plans received client approval, I produced more detailed monthly plans that included captions I wrote and creative assets (including graphics that I conceptualized and new assets from monthly photoshoots on which I provided creative direction) for both organic and paid social placements.
HAVEN ENERGY LAUNCH
As part of Haven Energy’s launch prep, they wanted to fill their Instagram grid with introductory content. That way, when they did launch and folks visited their page, they had a legitimate profile full of posts that both explained the business and showcased the brand. I created this content in collaboration with their brand & comms lead and graphic designer.
After launch week, the CEO went out of his way to tell me that he’d gotten two compliments on Haven’s impressive social presence!
User generated content activation
When Arcadia made it easier for people to retain their account when they moved (a solution to a significant source of attrition), the marketing team identified an opportunity to leverage the product launch for consumer engagement.
I helped shape the campaign activation: a call for UGC, for an incentive. Because the product update was all about moving – and, of course, this was a D2C audience of residential energy users – I suggested we ask people to simply send us photos of anything in their home that used energy. (Cleaner energy, because of Arcadia.)
It felt low-lift enough, and natural enough to what people would normally post on social media. I called it #OnGoodEnergy – encouraging people to share what life “on good energy” looks like. Over 500 people participated.
I rifled through their photos and reached out to folks for share permission, and it made for a lot of fun, community-building content – something that was challenging for a relatively intangible product.
Explainer Content
Working in climate tech for the past four years has given me a lot of experience making complex topics digestible. The explainer post to the right is a good example of this type of content. (Here’s another one for Haven, and here’s one for Wildgrid.)
Haven currently services California, where updated net billing legislation impacted the monetary incentives to install solar panels – in a way that made having a home battery more financially attractive. This legislation, called “NEM 3.0,” went into effect days after Haven launched, so it was critical to get an impactful piece of content live quickly to be an early voice in the conversation.
This post broke down gnarly energy policy into a few sentences that any homeowner could understand and act on – and that Haven could repurpose across their website and emails.
memes as educational content
When I joined Wildgrid, they had an ongoing meme series that consistently delivered high engagement, due to its relatable format.
In my iterative additions to this series, I injected an additional layer of energy education into some of the memes, using them as an information vessel to elevate climate solutions like community solar, the latest news from climate scientists, power conservation tips, and more.
Evergreen social proof
For most consumer products, sharing customer testimonials is a solid (and necessary) content bucket. When I started working at Arcadia, they had been successfully sharing reviews on social in a classic screenshot-on-a-background format.
I simply suggested a presentation that made them a bit more playful and eye-catching: calling them “Shameless plugs” (a little energy humor for you there) and reformatting them as video files, to please algorithms that prioritize video.
moment campaign
These posts are part of the campaign that Arcadia’s brand team put together for a big climate tech “moment”: Earth Month. Our goal was to amplify the conversation around community solar – an accessible and impactful climate solution.
The campaign encouraged people to “do one thing” to support an equitable energy transition, through a series of challenge-like actions available on our campaign landing page, which evolved into an evergreen resource that we launched later that year for Climate Week. These social posts helped elevate those actions and the mission behind them.
The hero action was signing our pledge that called for nationwide community solar programs, and there were supplementary low-lift actions like talking to one of Arcadia’s Energy Advisors, sharing on social (with content I had pre-written), learning more on our blog, and joining a grassroots advocacy listserv.
View the live posts: 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15