Yellawood
National Consumer Lumber Brand
Digital + Social Strategy | Social Media Manager | Creative Liaison | Paid Strategy
Lead a clean slate social direction, strategy, and creative
Managed creative and social teams to create and monitor monthly content
Wrote social copy and copyedited digital assets like blog posts
Presented weekly, monthly, and quarterly reports to internal and external teams with insights and next steps
Assisted paid social coordinator to create separate ad campaigns for various audiences
Created an influencer strategy to further target homeowners and DIY builders
Managed team of community managers to maintain social presence, increase overall engagement, and build a stronger audience
Worked closely with paid manager to create, write, and direct campaigns, working with designer to adjust creative as needed
50th Anniversary Campaign
Creative Direction | Social + Digital Strategy | SMM | Paid Media Strategy
An entire year’s worth of content was to be created to commemorate the big 5-0 for Great Southern Wood Preserving.
I was tasked with translating the in-person and digital festivities to social.
In collaboration with agencies, cross-functional, and client internal teams, the social execution was a seamless extension of the total campaign efforts.
Backyard Video Campaign
A full social and digital strategy creation in collaboration with lead brand producer was created to reach the DIY and homeowner audiences. Filled with “how-tos”, cookout tips, dad jokes, and much more. More than twenty+ videos with endless social ready clips and content.
User-Generated Content
Curation, reach out, + management. In collaboration with the team designer, we came up with filters and best practices to create a consistent look and feel that matched with other types of content on the social feeds. A combination of DIY projects we promoted on the website to unique ideas that provided inspiration to other like-minded followers.
“We're celebrating #NationalHandmadeDay by featuring a Southern, self-made woodworker. From beautiful custom-made furniture to his very own #YellaWood built workshop, Nic Santos of Woodbee Woodworks really can do it all. 🛠 Link in bio.”
Influencer Campaign
Lead Strategist | SMM
Through a combination of extensive audience analysis, social media research, and keeping client objectives in mind, I was able to create an influencer strategy that is still being used today! I started by pairing YellaWood’s high target audiences with the types of personas we were seeing exemplified in woodworking and users with adept social skills on social media.
With initial efforts in mind, my team and I were able to identify key micro-influencers in our primary markets and get them on board to 1. Create content specifically for Yellawood 2. Raise organic brand awareness on influencer social pages 3. Successfully pair paid media strategy with influencer strategy.
The initiative consisted of sending product to highly motivated micro-influencers to keep doing what they already did best— work with pressure treated wood!