Case Study for Community Atelier
I recently worked on a case study for an NYC-based agency that manages a diverse range of clients, including hotels, fragrance, and skincare brands. The goal was to develop compelling social media copy and imagery tailored to each client’s brand voice and target audience.
Section 1: Create a content grid for the leading hotels of the world
Objective: Exploring the Leading Hotels of the World Instagram feed, put together a content grid using inspiration photos to express “a chic summer in the sun” theme.
For this objective, I broke down the “chic summer in the sun” ideation into 3 chronological arrangements:
Top row (arrival and first impressions):
– A glamorous hotel façade and iconic location.
– A luxe arrival moment (woman overlooking the waterfront).
Middle row (daytime chic/luxury lifestyle):
– Alfresco lunch/dining setup with lush foliage overlooking the waterfront.
– An indoor full-sized pool with golden lighting.
– Luxury lifestyle showcased through water-based activities and yoga sessions.
Bottom row (cultural exploration):
– Charming nighttime exterior with lights leading up to the hotel.
– Sunset dining with candles and a view of the sea.
Section 2: Social media strategy for Nette Fragrance and The Times Square EDITION
Objective #1: Propose three Instagram posts for the fragrance brand Nette, including captions using a minimum of 100 words each. Content should educate followers about the brand.
Find Your Moment of Zen with Thé Vanille
Inspired by the tranquil beauty of tea ceremonies, Thé Vanille brings mindfulness into every spritz. Housed in a rich ivory bottle—a nod to its creamy vanilla notes and calming vibes—this fragrance is your serene escape. Perfect to also bring some warmth to you during this holiday season.
What it smells like: Vanilla, earthy orris, salt and cardamom, warm turmeric, tea, magnolia, and narcisse
What it feels like: A cozy cashmere sweater, the warmth of turmeric, the first sip of green tea, and a moment of peace in a bustling city. Carry a piece of tranquility with you wherever you go.
#ThéVanille #MindfulFragrance #CleanBeauty
Image generated through AI to help with concept visualization.
Meet Pear Jam: A Juicy Revolution in Fragrance
Say hello to Pear Jam, a scent that captures the essence of a freshly picked pear without harming the environment. Using cutting-edge ScentTrek® technology, we preserve every molecule of that crisp, juicy aroma straight from the pear tree when in bloom.
What it smells like: Koji Pear and Bergamot ORPUR (top note), rosewater upcycled ORPUR (mid note), ambrette seed ORPUR, patchouli coeur, and white peach (base note).
This is a fragrance that feels like sunshine on a farmer’s market morning, the first bite of a perfectly ripe pear, and nature at its finest—captured with zero impact towards the environment.
Experience fragrance re-imagined, one molecule at a time. #PearJam#CleanFragrance#SustainableScent
What is your favorite note?
Image generated through AI to help with concept visualization.
Give the gift of Luxury This Holiday Season and Give Back
This holiday season, treat the fragrance lovers in your
life (or yourself!) to the ultimate gift with our Fraghead
Set. Each set features our most-loved scents,
beautifully packaged and ready to gift. And when you
purchase, you’re not just gifting luxury—you’re
making a positive impact on the planet.
Here’s how your purchase helps:
– 1% For The Planet: A portion of every sale goes to
environmental charities, supporting causes that need
our help.
– One Order = One Tree Planted: Every order plants
a tree through Ecologi, helping reforest the earth.
Holiday Special: Enjoy 15% off when you order this
set. $72 value for $61.
Image generated through AI to help with concept visualization.
Objective #2: Also, propose one example of a Meta ad creative for The Times Square EDITION, including visuals and captions that serve to help drive room bookings.
Proposal: Meta ad 30-secs video script
Opening Scene (0-10 seconds):
– Camera pans through the elegantly decorated lobby of The Times Square EDITION, featuring twinkling lights, garlands, and a grand Christmas tree.
– A couple walks in, holding hands, smiling as they are greeted warmly by hotel staff.
– Text overlay: “Step into holiday magic at The Times Square EDITION.”
Middle Scene (11-20 seconds):
– The couple is now gliding across the ice at Bryant Park’s Winter Village ice skating rink, laughing and enjoying the festive atmosphere.
– Quick cuts show the charm of the Winter Village: sparkling market stalls, steaming hot cocoa, and holiday decorations.
– Text overlay: “Minutes away from NYC’s holiday wonderland.”
Closing Scene (21-30 seconds):
– The couple returns to the hotel, enjoying drinks on the terrace, surrounded by softly glowing lights and cheerful banter from surrounding guests.
– The final frame shows the couple toasting as snow lightly falls.
– Text overlay: “Your holiday escape awaits.”
Section 3: TikTok video strategy for Goodal (Korean skincare brand)
Objective: Provide creative direction of a video that the brand should use for TikTok. Show creativity!
Proposal: 60-sec personal video testimonial (before and after)
Skincare brands that prioritize authentic customer reviews are usually the most engaging and generate organic traffic and conversion to the brand. Therefore, I created a step-by-step script outline along with a video example on the right.
Intro (0-15 secs): Morning Routine Setup
– Start with a close-up of your fresh morning face, natural light, and minimal makeup for authenticity.
– Introduce the product so it is visible to the audience.
Middle (16-45 secs): Applying the serum
– Pump out the skincare product to showcase how much one should use per application.
– Show the target areas on the face that it should be applied to (depends on the person and where they need to target.)
Ending (46-60 secs): Glow and After
– Pan the camera back to the face and show how the product looks on REAL skin after application (refrain from using filters).
Note: Stress the importance of finding people with actual hyperpigmentation to show real results and create relatability with users. Include closed captions to be inclusive to all users on the platform.
Second follow-up video: have the same rep show results two and then four weeks out to show an update on results after consistent application.
“Image Source: Goodal Green Tangerine Vitamin C Serum on Amazon. View Product“
Section 4: Influencer strategy for speakeasy opening in NYC
Objective: Create a splashy and impactful social media strategy using influencers who make sense for the brand.
1. Minimum of 3 influencers to invite.
2. Reasons behind the influencer selections.
3. What deliverables to request from the influencers.
Proposal: Invite five influencers to the speakeasy event: Lauren Wolfe, Julie Reiner, Ali Chilton, Elle and Ken.
Lauren Wolfe @laurenwolfe
Influencer based in NYC, makes lifestyle content mixed with new NYC finds. Fashion/lifestyle/venue focus, with Gen Z/early millennial reach. Would be able to cement the speakeasy as a young, hot new venue to check out.
Followers: 350k
Engagement: 36.5%
(source: socialblade.com)
Julie Reiner @mixtressnyc
An influencer/tv personality based in NYC. Was a Drink Masters judge on Netflix and co-owns Clover Club along with other bars in NYC and Brooklyn. Her knowledgeable background along with her niche fan base would bode well to attracting the right
customers for the new distillery/speakeasy opening.
Followers: 50.7k
Engagement: 1.02%
(source: socialblade.com)
Ali Chilton @nycfoodfaves
A food and restaurant-focused influencer who dedicates her page to posting hot new food/venue spots in NYC. Her dedicated followers who go to her for local spot recommendations within the city would be inclined to trust her suggestions on a new distillery/speakeasy in town.
Followers: 109k
Engagement: 0.71%
(source: socialblade.com)
Elle and Ken @brunchnut
A food and restaurant-focused influencer duo based in multiple regions one being NYC. They would be able to attract a
young audience interested in both good drinks/food/nightlife and travel based on the content that is on their feed.
Followers: 78.7k
Engagement: 0.20%
(source: socialblade.com)
Deliverables to receive:
1. Pre-event teasers: Instagram stories (minimum of 3). Announcing the event with hints of the speakeasy vibe. One post introducing the collaboration with the distillery.
2. Instagram stories: Behind-the-scenes walkthrough of the speakeasy, showcasing the decor, ambiance, and cocktails. A carousel or reel featuring highlights from the event (signature drinks, speakeasy entrance, and their personal experience).
3. Post-event content: One in-feed post sharing a cocktail recipe or feature from the speakeasy with a caption tying in the distillery’s branding. A TikTok or Instagram Reel that tells the story of their night at the speakeasy, emphasizing its exclusivity and uniqueness. Make sure influencers also geotag the location.
4. CTA for followers: Encourage followers to visit the speakeasy with a promo code or link for a reservation system to track influencer ROI.