As the Head of Creative and Community at Good Culture, I partnered with my social media manager to reimagine our organic social presence, making it relevant, buzzworthy, and aligned with our brand’s modern aesthetic—even in the ever-evolving world of user-generated content. My goal was to maximize impressions, engagement, and follower growth while ensuring Good Culture consistently inspired and resonated with its audience.

Through strategic creative partner selection, detailed briefing processes, and data-driven pivots, we developed a content strategy that balanced four key pillars: community & partnership, culture & trends, brand & mission, and product & retail. By leaning into trending moments and outbound tactics, we crafted a dynamic social mix that consistently delivered on our goals. Community-building efforts included active engagement in comments, developing VIP kits, and integrating social touchpoints across other owned channels for a seamless brand experience.

To stand out, we positioned Good Culture as a source of inspiration and cool factor, fostering collaborations with like-minded brands and staying ahead of platform changes. These efforts drove our engagement rate from 1.4% to 7%, grew our Instagram followers by 73%, launched the brand on TikTok, and established key influencer collaborations. The result is a thriving, engaged social community that champions Good Culture’s mission and keeps the brand leading in cultural relevance.