Amazon Halo: Organic social

Goal

Refresh the Halo social feeds with more engaging, social-first content that evolved the illustration/animation-first approach developed during the Covid pandemic.

Role

Copywriting and rolling up my sleeves to personally create organic video content as well as leading a creative team of writers, designers, and content creators to execute on monthly social briefs.

Impact

Successfully met monthly engagement goals by delivering 15+ organic social assets per month. Launched a new channel, YouTube shorts, with limited resources.

Strategy

Amazon Halo was a fitness wearable meant to make health easier, more accessible, and actually fun. Rather than focus on a hardcore and unattainable athlete mentality that’s commonly found on social, we developed content around three pillars centered around an encouraging and supportive vibe:

  • Educate: Tangible, realistic advice our audience can implement right then and there.

  • Delight: Remind our audience that the path to healthier habits can include some laughs.

  • Inspire: Validate the progress our audience is making and remind them what they’re capable of.

Repeatable, scalable templates

In order to improve production efficiency, quickly A/B test ideas, reduce internal churn, and successfully hit our monthly posting goals, I led the team in developing repeatable formats.

This included content/templates like:

  • Trainer tips: Exercise education from the Halo fitness trainers

  • Fact or fiction: Myth-busting common health journey myths

  • Brand-colored backgrounds: Text can easily be updated to quickly iterate and optimize content

Ensuring content is credible

I helped develop a process to check in with the pros on our team, like sleep researchers and fitness trainers, to ensure any tips or educational information we shared was accurate and expert-backed.

Launching YouTube shorts

With limited resources and budget constraints, I took a hands-on approach to launching this channel by taking on the role of content creator. I shot and edited a series of videos highlighting summer grilling recipes from the Halo app, which successfully kicked off the new channel with thousands of views and positive engagement.

As the team grew, I led content creation by working with:

  • Content creators: Our agency partner and I developed creator guidelines and repeatable series that spoke to both the content you can find within the Halo app as well as product features.

  • Halo fitness trainers: I onboarded a new team of 20+ fitness trainers to start developing engaging, personality-driven fitness content more in line with online culture.

Social style guide

I led our team in developing social guidelines to help ensure consistent tone, style, and create an aesthetically pleasing grid.

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