Problem:
NIU Planet, a sustainability tech startup that rewards users with digital credits for eco-friendly actions, had no brand consistency across social channels and no content strategy. There were no defined audiences, and existing posts were not driving meaningful results. The brand needed to speak credibly to two very different audiences at once, investors evaluating the business and everyday users deciding whether to download the app and attend events.

Process:
I started with research into comparable green tech and sustainability brands to understand category norms and gaps. From there, I defined two distinct audience segments, investors and consumers, and applied the company's existing brand guidelines to build content that felt consistent and recognizable across Instagram, Facebook, and LinkedIn. Since no real audience or content data existed yet, I ran continuous testing across creative formats, messaging, and targeting to learn what actually worked. I used performance data to close the loop between what was being tested and what was being produced, refining creative direction and content systems as patterns emerged.

Outcome:
This work grew engagement by 50% across all channels within 6 months and increased organic reach by 35% through scalable content systems that kept brand consistency across every touchpoint. Systematic A/B testing across creative formats reduced cost per lead by 15% in 3 months, while streamlined content workflows cut production time by 18% without compromising brand integrity. Targeted social campaigns also drove a 22% increase in event attendance, turning followers into active community members.