Giving a story new life on social media

So nice, we promoted it twice: Repurposing this content helps extend its shelf life while supporting a new narrative celebrating women and technology for International Women’s Day.

What I did

Project

Role: Brand Writer, social copy
Company: Google’s Brand Studio

Problem

The editorial team needed to tell a story about women using technology to support others for International Women’s Day. They built a collection of stories, highlighting some new and some older content. But they needed to re-promote on social media to help drive more traffic to the collection and individual stories.

Solution

I partnered with the creative director to come up with more visual assets to help tell the story and I supported with new copy.
In addition to social channels used in 2019, we expanded into Instagram Stories - a newer immersive storytelling device.
As a creative tactic, I leaned into quotes to help refresh the story in peoples minds.

Impact

The new social content brought 400K new viewers to the story.

Examples

International Women’s Day collection on about.google

The content for this collection was a mix of new stories and relavant older ones such as Neema Namadamu’s - all selected for highlighting impactful women who are using Google technology to support others.

The collection got a significant promotional space on about.google.com, but it still needed to be distributed on other channels to bring more visitors back to the web page. It was also a good chance to lift views and engagement on repurposed content, thus giving it a new life and a chance to shine again in its brand moment.