Well, Now You Know
My Role
Video Post Production, Account Strategy
Campaign Type
Short-Form Video Testimonial/Social Post
Platform
Instagram & Facebook
Key Metrics Reached
Reach
22.4k new accounts
Engagement
1.7k interactions (7.59% engagement rate)
Conversion
797 Instagram bio links clicked (3.56% CTR)
Growth
+359 new followers
Note: Metrics tracked over a multiple week launch
Utilize Micro-learning video content to expand audience reach, boost social engagement, and further Sheffield's reputation for having an industry-standard curriculum through curiosity-driven messaging.
Goal
A lot of people will see something online and go, “Oh, that's neat!” then keep scrolling. To fix this, we implemented a curriculum-focused teaser strategy that was built around the curiosity gap. By pairing a straight-to-the-point string of information with flashy dynamic edits, each reel delivered a perfect bite-sized introduction to all three programs Sheffield offers. Positioning the school as a hub for industry knowledge while motivating viewers to go to their website and book a tour.
Strategy
Spearheaded campaign conception and pitched a multi-part video framework to internal leadership, securing approval for production.
Governed the pre-production roadmap, assisting in script development, talent scheduling, and location logistics to keep the project on scope and timeline.
Served as principal cinematographer, overseeing visual composition, lighting setups, and real-time talent coaching.
Orchestrated the multi-installment distribution strategy, tracking episode-by-episode performance metrics to measure audience engagement and content retention.
Drove substantial traffic (797 links clicked) to Sheffield's landing page to book a tour