Social Media Strategy

Brand: Brilli Wellness Lighting
Project: Integrated Paid Influencer & Organic Social Strategy (Instagram)
Role: Social media strategist, creative director

In partnership with Nike Communications Agency, we discovered, collaborated, and concepted with paid social media influencers to create highly engaging posts that drive brand and product awareness of Brilli’s circadian lighting products.

A woman sitting on a bed holding a blue mug, looking down and smiling, in a bedroom with a gallery wall of framed photos, artwork, and decorative hats on the wall behind her.
A woman with glasses and dark hair reading a book while sitting on a beige bed in a cozy, decorated room. The room features a world map, a mirror, wall art, a lamp, and decorative objects on a wicker side table.
A young girl with blonde hair in a pink shirt, lying on a bed with white bedding, smiling and looking at the camera in a bedroom with a gold headboard and a wooden nightstand with a gold desk lamp.
A woman and a little girl sitting on a bed, reading a book and smiling, with a lamp and a box of cereal on a nightstand beside them.
A young boy with blonde hair wearing blue pajamas with winter-themed characters is holding a box of Brill Wind Down 75W light bulb and looking at it with interest.
A woman with pink hair and a pearl headband applying lipstick while looking at herself in a mirror.
A cozy children's bedroom with colorful, abstract-patterned walls, a yellow curtain, a white crib with plush toys, a small pink chair with a girl reading a book, and a fluffy white rug. There is a tall floor lamp beside the girl and a large stuffed s
A box of Brilli Wind Down 60W LED light bulb on top of a closed hardcover book, with a potted plant in the background.
A woman in a white bathrobe holding a baby in a bedroom. The woman is kissing the baby's head. There is a nightstand with a lamp, a box of products, and a large green plant next to a wicker chair.
A woman practicing yoga indoors, standing on a blue mat near large windows, performing a tree pose with palms together and one foot resting on her inner thigh.
Person holding two LED light bulbs, one in each hand, with a blurred outdoor background.
A woman sitting at a wooden desk with a blue desk lamp, a framed abstract artwork, and various art supplies, with a wall decorated with postcards and artwork in the background.
A young woman sitting cross-legged on the floor in a living room, working with paint on watercolor paper. She is surrounded by art supplies, including bottles of paint, and artwork featuring botanical themes. The room has large plants, a wooden shelf
A woman and a young girl sitting on a bed, reading a book together, with a modern black chandelier overhead.
A woman and a young girl sitting on the floor in a colorful room, reading a children's book together, with a bookshelf, pink storage cubes, and bright decor behind them.

Approach

I led the agency in developing platform-targeted content for Instagram, ensuring influencers selected fit Brilli’s target audiences, that brand messaging was consistent, and product education and details were accurate.

Results

Developed and implemented comprehensive Social Media Strategies that resulted in an average 3.45% engagement rate on Instagram.

Additionally, image licensing rights were negotiated to maximize ROI of the influencer partnerships, and the images were also utilized on product detail pages on e-commerce partner websites and Brilli’s website.