item - diane paik

Social strategy, content creation, social platform management, production, and audience development

Social/content work samples from AG1, Harry’s, i-D Magazine, VICE, FUKU, and more.

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AG1

*Social Media Strategy / Content Production / Community + Creator Engagement / Executive Comms*
*Role: Director, Brand Social*
🧃 AG1 had long established themselves as a leader in the supplement industry, but as they were entering their next phase of growth and leadership, they brought me in to steer the ship and shape the future of AG1’s social media presence.
My remit was to create a sustainable social strategy for Instagram while maintaining presence on secondary platforms (X, TikTok, and YouTube), developing brand social plans for SKU expansion considering that AG1 had been a single SKU brand for 14 years, managing a team of 2-4 direct reports, and collaborating closely with creative on every campaign and asset.
While AG1 has a healthy followership on Instagram, the content still needed to pass through a social-first filter. Some challenges to solve were: how do the diverse roster of AG1 sponsored athletes show up on social, how can posts around research, science, and nutrition be digestible and interesting, what are the different styles of storytelling for product, talent, brand messaging, etc. and how can we differentiate AG1 from its competitors.
During my year at AG1, the brand’s Instagram follower count grew exponentially (~600k —> 650k), engagement was higher than before (+.3%), three new flavors for AG1 were launched, @Drink_AGZ was brought into the world, the visual language and style was established, athlete partnerships became a significant part of the social strategy, introduced surprising creator collaboration with @TinyChef (setting a new highest views record for both brands to date), content processes with cross-functional partners were formed, briefs for external partners that blended with AG1’s brand were developed, and social comms strategies for various launches and PR moments were managed.

Harry’s

*Social Media Strategy + Management / Content Production / Community + Creator Engagement / Executive Comms*
*Role: Senior Manager, Social + Community*
🪒 Harry’s had the unique challenge of being a recognized brand, but having a relatively low social media presence.
To bring Harry’s Instagram up-to-speed, our immediate approach was to diversify the type of content the audience was used to seeing. Harry’s had previously relied on PDP images to fill the grid — which kept the lights on — but didn’t encourage engagement or conversation. From briefing in new styles of creative (which was also extended life on paid social, email, and web) for the ‘gram to collaborating with dynamic creators to help tell the Harry’s story, audiences were introduced to a new era of content. This shift seemed dramatic at first, but the return was well-worth the evolution as we saw greater engagement, interest, and participation.
TikTok was the next conquest. From bringing on an evergreen creator to concepting and executing in-house content, we created a sustainable process with limited resources. This led to steady follower growth, organic viral moments created by other users on the platform (proving we were present in the zeitgeist), and overall brand presence on the ever-popular platform.
From product launch campaigns to tentpole moments throughout the year, our team had a hand in all comms and creative to inspire memorable moments for the brand as well as the Harry’s community.

Fuku

*Social Media Strategy / Content Production*
*Role: Social Media Consultant*
🍗 As Fuku was gearing up for kitchens opening up amidst COVID-19 as well as new product launches, they wanted to give their Instagram a facelift with new content and direction.
Joining the nimble team, I worked to revamp their social by bringing in a more real and human feel to their Instagram feed. At the time, their socials was filled with stiff product shots with older photography, so we worked with a new photographer and art director to bring some freshness to the content.
I consulted on social tone of voice, look and feel, strategy, as well as establishing content pillars for the brand. Additionally, I wrote copy for email campaigns.
Fuku’s followership grew from 55.4k to 59.3k over the course of a few months with consistent engagement and interest.

Solange Knowles for The Homegrown Issue, no. 355, Spring 2019. Photo by Tim Walker via i-D. — *Solange Knowles for* *The Homegrown Issue, no. 355, Spring 2019. Photo by Tim Walker via* *i-D*.

i-D Magazine

Strategy / Social Media Management / Audience Development

Role: Social Editor

📚 As i-D’s Social Editor, I maintained all U.S. social needs in coordination with international offices, implemented organic engagement for Twitter, managed social platforms, covered events and parties—including New York Fashion Weeks—on our Instagram, and consulted on brand partnerships on their social plan. I was the first line of digital reporting / sourcing as news breaks and the primary developer of audiences across social media. Worked closely with key VICE territories to optimize content.

For our issue launches, I created a strategic plan for a VICE network-wide push by organizing with the global communications team along with editorial to ensure a systemic and timely cross-promotion. The unveiling of Solange Knowles’ cover for The Homegrown Issue was coordinated with verticals like Noisey and VICE Identity.

During my time there, i-D won a Webby’s for Best Social in Fashion and Beauty and for Best Website in Fashion and Beauty.

See more @i_D.

In tandem, I oversaw and executed social strategy across all of VICE’s verticals and platforms working to increase traffic and audience growth for VICE.com. Previously as Broadly’s Social Editor in 2018, this photo made it into Instagram’s “explore” page and gained the highest engagement to date of post for the vertical.