polestar
Global Instagram
Instead of just making content for content's sake, I designed the global Instagram account for Polestar to be a functional part of their customer journey by introducing people to the brand.
People in the car market spend a month or two researching different cars. One of the ways they research a brand is to check out their Instagram channel. But often what they see is a car brand posting internal news updates or celebrating something called Pancake Tuesday.
So I curated a brand story that looped every month or two but never repeated and alienated existing followers.
Creative formats leaned into different parts of the brand strategy; design, progressive innovation, and performance.
I planned, wrote, designed and curated a playbook for the newly appointed creative agency to handle the global Instagram account, then oversaw a team of creatives who implemented it.
People in the car market spend a month or two researching different cars. One of the ways they research a brand is to check out their Instagram channel. But often what they see is a car brand posting internal news updates or celebrating something called Pancake Tuesday.
So I curated a brand story that looped every month or two but never repeated and alienated existing followers.
Creative formats leaned into different parts of the brand strategy; design, progressive innovation, and performance.
I planned, wrote, designed and curated a playbook for the newly appointed creative agency to handle the global Instagram account, then oversaw a team of creatives who implemented it.
posts
Several different formats for each parts of the brand story gave content teams plenty of room to make fresh content.
DESIGN
PROGRESSIVE
PROGRESSIVE
PERFORMANCE
PROGRESSIVE
PERFORMANCE
