TRANSFORMED GLOBAL SOCIAL MEDIA AT VESTIAIRE COLLECTIVE
As Global Social Media Specialist, I transformed Vestiaire Collective’s social presence into a high-performing, culturally resonant storytelling engine. By blending an app-first approach with a versatile creative strategy, trend-spotting, and EGC, I grew community trust, scaled reach, and engagement at an unprecedented pace—delivering viral moments weekly and building repeatable and serialized content franchises that still outperform today.
I specialized in translating complex corporate narratives (app-first product, brand trust, and sustainability) into relatable and shareable social-first storytelling.
I also established collaborative workflows between teams, including leveraging product and merchandising data for social content and vice versa.
GREW INSTAGRAM 1.3M TO 1.8M* &
DOUBLED TIKTOK FOLLOWERS
8X TikTok video views = 716% increase, grew avg. video views from 37K to 302K. While spiking engagements +1,530% (from 699 to 11,500 avg. likes, and from 23 to 371 avg. comments). *under a year
VIRAL––WEEKLY.
Scaled reach, video views, and engagement 10X plus, establishing viral content franchises and campaign strategies
GREW IG REELS: 676K TO 1.9M.
+612% net new followers and +243% engagement.
App-first & EGC
Focusing on growing trust and awareness around the brand app and its features, I created content that grew WoW app installs and app conversions.
"Real or Fake" 55M+
“Real or Fake” series has amassed over 55 million views since launch. Repeatable and serialized strategy continues to deliver viral results years later.
Sustainability Campaign reaching 43M+ views
I led the social media strategy and internal content execution for the most viral brand campaign to date. I collaborated cross-functionally to translate complex reports, corporate comm & sustainability data into a social-first engaging content.
Serialized Content
Developed content with a serialized approach – a top-performer with often viral reach. An example below is a 3 mini-series:
I scripted, tested, and refined the series, owning every single detail of content creation end-to-end.
I developed franchise best practices and guidelines. Worked with cross-functional teams. Later, I briefed content creators to edit and shoot the content according to the guidelines.
Signature Memes
Developed a new meme series (top performer to this day) – blending pop culture, trending topics, and community relatability. I spearhead visual and copywriting direction, and was responsible for hands-on copywriting and graphic design for the franchise launch.
Behind-the-Scenes
10M+ views: from spearheading EGC franchises to social-first campaigns spotlighting the brand's behind-the-scenes. As a result, turned VC social media channels into a household name, grew trust, while spotlighting corporate communications.
Community activation
Developed signature content series on the intersection of community and VC brand app. I showcased app features, brand values, and experiences – all from the customers' POV.
Street Stunts
Created numerous social-first stunts that grew brand awareness (including being recognized on NYC streets) and community affinity. I owned end-to-end content creation, including strategy, scripting, editing, and directing when needed.
Collaborations
Led strategy and content for collaborations with brands, organisations, and celebrities, including: Burberry, Netflix 'Emily in Paris', Disney, Jessica Chastain, The Barbican, Micaela Erlanger, Elizabeth Stewart, and Isabel Marant.
Influencer Marketing
Worked on briefing, brand-owned content x @leoniehanne, @babba, @wanalimar, @chiaraferragni, and @theresagrs, and experiential events' social amplification.