Social Media Strategy and Content: FRANK DARLING
Role: Marketing Director.
Responsibilities: Brand | Communications | Content | Production | Performance | Social Media | Influencer & PR.
I led a conversion-first social media strategy across Instagram, TikTok and Pinterest. Drove +5,500% increase in clicks, and doubled IG followers. Paid social increased ROAS 5X, often reaching 20–50+ ROAS. From social-first video series, repeatable franchises and community activations to street stunts, and aesthetic product making-of showcases.
This case study showcases Social Media Video and Social-first Still Content, Influencer Marketing, and Celebrity Partnerships.
Video Series
The Results
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Multi-million-dollar revenue attribution, including paid social +10X YoY.
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Paid social ROAS up 5X on average, repeatedly hitting 20–50+ ROAS.
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Conversion-first social: post clicks +2,900%, button clicks +5,500%, page views +5,100%, IG following doubled.
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Built influencer and PR partnerships and systems from scratch: celebrity placements including Lola Tung for The Summer I Turned Pretty premier in Paris, @haleyybaylee and Olivia Rodrigo.
Social Media Still Content
Carousels, memes, lifestyle and educational content, making-of storytelling, trends and user generated content.
Celebrity Partnerships
I launched and led influencer, celebrity, and PR programs. I owned the strategy, budgets, and direction, partnering with external agencies while leading pitching, casting, and design.
