Creative strategy meets storytelling. Here’s how I blend insights with innovative ideas to create content that resonates.
The Department of Health
I was tasked with improving The Department of Health's engagement on IG and FB to engage younger audiences. The 'healthy tips' content strategy I manage has an average engagement of 15.5% per post, compared to 5.5% engagement for normal content. Due to this performance, campaign strategies have now been adjusted to include these more entertaining formats (see below).
Department of Health social media performance (inclusive of FB, IG, X & LI) June-November 2025 (from commencement of my role) vs same period 2024 (before joining)
Instagram + Facebook Examples
Likes: 2.1k
Shares: 1.1k
Saves: 145
Views: 80,881
Likes: 1.4k
Shares: 2.1k
Saves: 178
Views: 55,418
Likes: 1.6k
Shares: 48
Saves: 246
Views: 92,808
REMEDY DRINKS
SOCIAL CONTENT
Remedy’s tone of voice is very humorous and playful, which allowed me to think outside the box when creating content for our audience. From asking recipe creators to try their hand at kombucha dressings and infused ice cream, to putting a unique spin on both new and old trends, I found that engagement improved when we leaned into the wacky and wonderful.
GRAPHIC DESIGN CONTENT
I couldn’t have done it without a little help from my friends (AKA the in-house graphic designer). I planned the creative strategy for social media campaigns and reactive trend posts, working alongside the designer to create visuals like the Valentine’s card and the kombucha egg (pictured below).
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Brands come out in force for April Fools: Here are 12 of the best
— Emma Elsworthy, Smart Company
SWINBURNE
Total Views: 2.5m
Total Views: 1.6m
Total Views: 1.3m
Total Views: 251k
Project details
As Swinburne’s Social Media Advisor, I led the charge on creating fun, relatable, and shareable content that resonated with students and boosted engagement across platforms. From producing viral videos to growing TikTok by 4.5K, Instagram by 4.8K, and LinkedIn by 8K in just six months, my strategy combined humour with real student stories to spark conversation in the comments and broaden Swinburne’s reach. Above is a selection of the highest performing posts in this series.