NNT Scrubs: Social Media & Community Strategy | 2024 | Role: Social Media Lead
COMMUNITY CONNECTION
Features From the Front Line & Dare to Wear
For the Features from the Front Line (FFTFL) and Dare to Wear campaigns, I led the social media strategy with a focus on authentic storytelling and meaningful connection to our healthcare community. These campaigns were designed to spotlight real people behind the profession, with an emphasis on relatability, heart, and impact.
I personally created the interview questions and scouted all participants for the FFTFL campaign, selecting healthcare professionals who not only embodied their roles but also had a genuine and relatable presence on social media. Working closely with our creative agency, I ensured alignment across all stakeholders, shaped the narrative direction, and coordinated production details to bring the campaign to life in a cohesive and impactful way.
TEAM
Photography + Videography: @BisonCreative
MARKETING COMPONENTS
Campaign Assets: Candid storytelling content featuring real healthcare professionals, including video interviews, lifestyle imagery, and behind-the-scenes visuals created in collaboration with our creative agency.
Digital Strategy: Social media-first approach with organic and paid content, platform-specific formats, and influencer partnerships to enhance reach and engagement.
Community Engagement: Content designed to spark dialogue and connection, with calls for followers to share their own stories and experiences from the front line.
Creative Development: Interview frameworks and narrative angles developed to surface compelling, human-centered stories, with all FFTFL interview questions written and structured by me.
Talent Scouting: Personally identified and selected all FFTFL participants, ensuring they aligned with brand values and had an authentic voice within the healthcare community.
Cross-Functional Collaboration: Close coordination with creative, content, and marketing teams to align campaign delivery with brand strategy and maximise audience impact.
