Multi-Platform Social Media Campaigns

Social media for B2B and B2B2C brands is a unique challenge — you need to be professional enough for decision-makers but engaging enough to stop someone mid-scroll. For SaveIN and welUp, I had to build two distinct social identities from the ground up while maintaining brand consistency.

For SaveIN's LinkedIn presence, I developed a content strategy centered on thought leadership and industry insights. I wrote posts from the founder's perspective on fintech trends, employee financial wellness, and HR-tech innovation. I created data-driven carousel posts breaking down financial literacy statistics, and designed infographic series on topics like 'The Hidden Cost of Financial Stress on Employee Productivity.' Each post was crafted to spark conversation — open-ended questions, contrarian takes, and story-driven hooks that consistently outperformed generic company updates.

For welUp on Instagram, the approach was completely different. The audience was younger, health-conscious, and wanted relatable content. I scripted and storyboarded short-form video content — reels explaining common health myths, quick wellness tips formatted as text overlays, and behind-the-scenes looks at the product development process. I designed carousel posts using Canva and Figma that broke complex health information into digestible, swipeable slides with a warm, approachable visual language.

On the paid side, I worked with the performance marketing team to create ad copy and creatives for LinkedIn Sponsored Content and Instagram Stories ads. I A/B tested different hooks, CTAs, and visual formats — finding that carousel ads with a question-based first slide consistently drove 2x higher click-through rates than static image ads.

Every campaign was tracked through a custom spreadsheet dashboard that pulled data from LinkedIn Analytics, Instagram Insights, and Meta Business Suite. I reported weekly on engagement rates, follower growth, click-throughs, and content performance by format — using these insights to continuously refine the content mix and posting schedule.