Project: Brand Identity & Organic Growth for A*Pop

Role: Social Media Strategist

Timeline: 2022–2024

The Challenge

A*Pop needed a distinct brand identity and cohesive content strategy that could stand out within BuzzFeed’s ecosystem and attract a Gen Z–leaning entertainment audience.

Strategy

• Defined A*Pop’s tone, visual identity, and editorial pillars

• Identified key cultural moments and trend-driven opportunities

• Established a unified storytelling voice across Meta platforms

Execution

• Led audience-first campaign development

• Collaborated with junior strategists, creators, and editors to scale content output

• Ran ongoing experiments with video formats, templates, and topical concepts

• Ensured brand voice and quality remained consistent across daily publishing

Results

• Achieved +155% follower growth over two years

• Significantly improved engagement and share rate through consistent, culturally relevant programming

• Cemented A*Pop as a distinct, recognizable entertainment brand on social

Skills Demonstrated

Brand identity development, growth strategy, cultural analysis, cross-team collaboration, content experimentation