PW Commercial- Directed by: Andres Aguilar and Co-Directed by: Joseph Nguyen
Pepelwerk
I had the opportunity to work for an HR startup company as their Content Coordinator/Creator. The HR company is designed to help job seekers get matched with jobs that are a fit for them based on their attitudes, attributes, and abilities making a unique experience compared to the traditional resume process. I was able to define their brand and messaging through many creative outlets which include their social media. Pepelwerk as a whole allowed me to help co-direct this commercial, storyboard videos, coordinate content, optimize content, and create creative that helps target our demographic of 33-55 investors and hiring managers who want a unique way to hire candidates based on who they are instead of a piece of paper.
How would you go about hiring your own employee?
Instagram Reel- 876 plays and 13 likes
How do you know if remote employees are productive?
Instagram Reel- 8,473 plays and 205 likes
YouTube- 1.8K views and 42 likes
State Rep: Melisa Denis Interview Trailer
Instagram Reel- 402 plays and 20 likes
The Breakdown
Increased total follower count from 387 to 505 followers by the end of the year
Hitting a total of 14,537 post impressions from the months of January to November
2.24%
Engagement rate
As calculated by impressions from January to November
YouTube
Average of 1869 views per month
2.78%
Click through rate
Average of 3.45k impressions per month
Average of 1:37 mins in view duration
The Summary:
Instagram/LinkedIn: In regards to these platforms, LinkedIn was a new one as I didn’t have prior experience. However, in over a year, I learned how to best implement the medium and have it speak to the business demographic of 33-54. Yielding the results of 14,537 post impressions and establishing the direction of the content leading the growth of 387 followers to 505 in a year. With Instagram, I was able to identify the brand’s voice and coordinate the content as well as edit when called upon. Increasing the engagement rate by 2.24% from January to November. A major reason for the success was being able to talk to our targeted demographic through our posts/reel content paired with the use of strategic SEO and hashtag strategy.
YouTube: In a year, I was able to hit the 100 subscribers mark, giving the channel its custom URL. This happened through my content coordination and implementation of a consistent posting schedule. While using a mix of various content that targeted our demographic ranging from long-form and YouTube shorts to best engage the audience. I was also able to incorporate YouTube and SEO optimization to maximize the reach of every video yielding the results shown.
Overall: The channels’ growth relied on the strategic planning of the content calendar. By mixing in both supplemented and new content that includes engaging interviews, and personal talks that target our demographic. We were able to grow the respected social channels where they are today. I was able to establish the company’s brand, tone and direction to where it is today. Giving them the foundations of how to coordinate their content effectively as well as being able to showcase and maximize the content that works for each platform.
Additional works:
Not only when I was in charge of coordinating content and posts for the respective channels, but when called upon I was able to create graphics for the associated mediums.
