Something I prioritize heavily in my social media strategy is HUMANIZATION. Let’s be honest…nobody wants to engage with a corporation. They want to connect with a voice.
This is why I attempted something Spigen had surprisingly never done before.
Introduce the humans behind the brand and tell Spigen’s origin story.
This broke down a wall between our audience and our brand, generating positive sentiment and higher brand trust which is showcased in the engagement alone.
*All videos ideated, directed, scripted, shot, and edited by me.
Case Study #2
Humanizing The Brand: Behind-the-Scenes Culture
Objective:
Increase audience trust and brand relatability through leadership storytelling and behind-the-scenes content.
Strategy & Execution:
Directed, scripted, and edited a CEO interview and internal culture content highlighting Spigen’s origin story, global roots, product development process, and team dynamics. Focused on authenticity, approachability, and transparency, intentionally breaking the corporate fourth wall to connect with Gen Z and millennial audiences.
Results:
Hit over 6.7 million views on flagship CEO interview with viral hook
Multiple viral videos with 1-2 million views
Gained approximately 50 thousand followers from this series alone
Increase in positive brand sentiment via comments/DMs