Idrislee

Category: Portfolio

  • Driving Seasonal Success with Social Media Campaigns

    Driving Seasonal Success with Social Media Campaigns

    Cedar and Crimson is a seasonal dropshipping brand specializing in curated Christmas-themed products. Launched in October, the brand aimed to capitalize on early holiday excitement to drive visibility, engagement, and revenue in a short window of time. With no prior audience, we built a presence from the ground up using Instagram as our primary platform.

    Through a combination of content strategy, influencer seeding, and trend-driven storytelling, I was able to scale the Instagram account from 0 to over 7,000 followers within 60 days and generate $3,000 in sales before the end of December.

    The Objectives

    • Build brand visibility quickly on a new Instagram account
    • Drive traffic to the dropshipping store using organic and strategic methods
    • Convert seasonal interest into real holiday sales

    Social media marketing isn’t just posting—it’s building a conversation, a community, and a brand that people choose to engage with daily.

    The Strategy

    Our content and campaign strategy focused on four key pillars:

    Trend-Driven Content Creation:

    Leveraged trending Christmas aesthetics, viral audios, and reel formats to maximize organic reach

    Product-Led Storytelling:

    Featured products in cozy, emotionally resonant holiday settings to increase perceived value

    Hashtag Targeting & Community Engagement:

    Daily interaction with niche holiday audiences and hashtags to grow visibility

    Influencer Seeding & UGC:

    Partnered with micro-influencers and encouraged reposts to gain traction

    The Execution

    I planned and scheduled content daily using Instagram Reels, Stories, and Carousel posts. Each piece was tailored to seasonal excitement (e.g., advent calendars, gift wrapping ideas, tree decor hacks), while call-to-action links in bio and swipe-up stories directed users to the shop.

    Key tools used:
    • Canva & CapCut for content editing
    • Meta Business Suite for post scheduling and analytics
    • Linktree for seamless user funneling to the store

    The Results

    • Gained 7,000+ followers within 2 months purely through organic reach
    • Generated over $3,000 in sales through Instagram-driven traffic
    • Multiple reels summed up to 50k+ views, establishing virality within the niche
    • Built a reusable seasonal brand page that can return yearly

    Professional Insights

    To maximize seasonal brand launches, businesses should:

    • Leverage short-form video (Reels, TikToks) for rapid audience growth
    • Plan 60–90 days in advance to capture early-bird shoppers
    • Blend value-driven content (e.g., holiday hacks, decor tips) with soft product placement
    • Encourage user-generated content and feature community submissions
    • Use clear CTAs and frictionless checkout funnels via mobile

    The Conclusion

    Cedar and Crimson’s first holiday season demonstrates how rapid social media growth can be translated into real sales through strategic, trend-based content creation. With minimal budget and the right creative tools, even new brands can dominate seasonal cycles.

  • Building Brand Identity through Scalable Content Marketing

    Building Brand Identity through Scalable Content Marketing

    Scalp Oasis is a dropshipping brand dedicated to hair health and scalp care. As a new entrant in the beauty and wellness space, establishing authority and trust was essential. To address this, I developed and led a content-first marketing strategy centered on education, consistency, and visual branding. We built and launched a fully branded Instagram account that served as the hub of our communication and sales funnel.

    Over a 3-month period, I led a team of three to produce and publish 100 high-quality posts, laying the foundation for a consistent and credible brand presence in the hair care niche.

    The Objectives

    • Establish a professional, trust-worthy online presence for a new health and beauty brand
    • Build engagement and awareness around scalp care and hair health
    • Create a scalable content production workflow with a small team

    Great content strategy turns information into intention—content marketing turns that intention into trust, loyalty, and action.

    The Strategy

    My approach to content marketing focused on three key areas:

    Content Pillars & Brand Direction:

    Developed a content framework including education (scalp science, tips), promotion (product features), and lifestyle (self-care routines).

    Team Coordination & Workflow:

    Assigned roles across ideation, design, caption writing, and scheduling. Implemented weekly check-ins to ensure alignment and motivation.

    Consistency & Aesthetic:

    Ensured all visuals adhered to a cohesive brand palette and tone. Posts were scheduled to maintain daily or alternate-day visibility.

    The Execution

    I created the full content calendar and structure, coordinated task distribution, and handled final approvals for design and messaging. We used a collaborative, cloud-based system to track progress, centralize assets, and maintain consistency. Our team followed a dedicated content calendar spreadsheet that was meticulously updated and adhered to throughout the campaign to ensure deadlines and thematic alignment.

    Key tools used:
    • Notion & Google Drive for content planning and tracking
    • Canva for post design
    • Meta Business Suite for scheduling
    • Excel-based Content Calendar for structured execution and accountability

    The Results

    • Delivered 100 posts over 3 months, averaging more than 1 post per day
    • Developed a distinct visual identity and voice in a saturated niche
    • Maintained consistent engagement through reels, carousels, and educational infographics
    • Strengthened team collaboration and creative discipline under a clear, scalable system

    Professional Insights

    To build a strong content engine, especially for wellness brands:

    • Start with clear content pillars that balance education, engagement, and promotion
    • Set up a streamlined workflow that allows for repeatable output
    • Build brand identity early through consistent visuals and voice
    • Empower team members by assigning clear roles and using shared tracking tools
    • Batch-produce and schedule content in advance to prevent burnout

    The Conclusion

    The Scalp Oasis content campaign demonstrated the power of structured content marketing. With leadership, planning, and creative direction, we successfully built a recognizable and informative brand from the ground up—proving that strong execution and teamwork can rival even well-funded competitors.

  • Full-Funnel Integrated Campaign

    Full-Funnel Integrated Campaign

    During my study at George Brown College, I collaborated with a group to create an integrated marketing campaign for the grand opening of Longo’s new store in Mississauga. With mentorship from Professor John Paulo Cardoso (former Art Director at Estée Lauder Companies Inc.) and insights from a visiting former VP from Longo’s, our objective was to deliver a multi-channel, community-rooted campaign targeting every segment of the store’s diverse local audience.

    Our team not only developed campaign messaging, OOH placement, and event-based engagement tactics, but also created a comprehensive media block chart to align timelines and message sequencing across touchpoints.

    The Objectives

    • Build brand awareness of the new Longo’s location in Port Credit
    • Engage with Port Credit’s family-focused, community-conscious audience
    • Leverage cultural moments and location-specific insights to generate foot traffic

    An integrated marketing campaign isn’t just about being everywhere—it’s about delivering the right message, at the right time, through the right channel, to create one seamless brand experience.

    The Strategy

    Our integrated campaign was structured around four components:

    Out-of-Home Awareness:

    A double-sided billboard near Snug Harbor restaurant captured both vehicular and foot traffic during the busy September launch season. The creative focused on fresh, local ingredients and the iconic Port Credit Lighthouse.

    Community Event Activation:

    We tied Longo’s presence to the “Paint the Town Red” Canada Day parade, positioning Longo’s as a supporter of Canadian heritage and multicultural values. Branded food vendors with live butcher experiences showcased Longo’s freshness in real-time.

    Targeted Messaging by Segment:

    We used geographic, demographic, and psychographic segmentation to define target groups (e.g., health-conscious families, local foodies, active retirees). Messages were customized for each cluster.

    Media Block Chart:

    Our group created a detailed media flow calendar that mapped campaign activities across phases and channels—from pre-launch hype to grand opening engagement and post-launch loyalty campaigns.

    The Execution

    I personally contributed to campaign integration, ensuring all components—from billboard visuals to live activation—worked together with shared themes and sequencing. I also worked on pitching the media block chart, aligning channel choices and timing with audience behaviors.

    Key tools used:
    • Consistent visuals and tone across channels
    • Hyper-local references (e.g., Mississauga Canoe Club, Memorial Park)
    • Community-driven CTA messaging

    The Results

    • Strong alignment across digital, print, and experiential channels
    • Strategic use of OOH and event marketing to drive local engagement
    • A fully integrated plan that could be realistically implemented with measurable KPIs

    Professional Insights

    For new retail store openings, an integrated campaign should:

    • Begin with wide-net awareness then narrow down with targeted CTAs
    • Anchor campaigns in local culture and seasonal activity for relevance
    • Use real-life interaction (e.g., food tastings) to create memorable impressions
    • Employ visual consistency and cross-channel timelines to reinforce messaging

    The Conclusion

    This campaign for Longo’s demonstrated how a strategically integrated approach—rooted in community insight and timed engagement—can drive real-world awareness and foot traffic. The experience further developed my skills in media planning, consumer segmentation, and campaign orchestration.

  • Scaling Impact with Smarter Email Campaigns

    Scaling Impact with Smarter Email Campaigns

    The Canadian Centre for Men and Families (CCMF), a charitable organization focused on supporting the mental health and social well-being of boys, men, fathers, and their families, was in need of a better way to connect with their community. Manual email processes were time-consuming, prone to errors, and lacked the personalization needed to engage donors, clients, and supporters effectively.

    To address this, a data-driven, automated email marketing strategy is used through Mailchimp , boosting not only operational efficiency but also audience engagement and campaign performance.

    The Objectives

    • Streamline CCMF’s email marketing workflow
    • Reduce error rates and time spent on email creation
    • Improve audience segmentation and personalization
    • Drive higher open and click-through rates

    Email marketing remains unmatched in its ability to deliver personalized, measurable, and cost-effective communication—when done right, it turns inboxes into brand-building opportunities.

    The Strategy

    Using Mailchimp’s automation and A/B testing features:

    Automated Journeys:

    For newsletters, event reminders, and program announcements

    Template System:

    Branded, reusable templates to maintain consistency and speed up production

    Audience Segmentation:

    Based on supporter behavior, interests, and donation history

    A/B Testing:

    Optimized subject lines, send times, and layout to maximize engagement

    The Execution

    I supported the development and deployment of several campaigns, starting with a monthly newsletter and scaling up to event-specific and donor-focused email series. Each campaign underwent internal proofreading and content polishing before delivery.

    Key tools used:
    • Mailchimp for automation and analytics
    • Grammarly & Hemingway for error-free copy
    • Google Sheets for contact management

    The Results

    • 40% reduction in time spent on email creation
    • 15% decrease in error rates through centralized proofreading
    • 20%+ increase in open rates through strategic A/B testing
    • Clear improvement in subscriber engagement with personalized, targeted content

    Professional Insights

    To elevate email marketing further, organizations should:

    • Implement advanced behavioral segmentation (e.g., last engagement date, donation frequency)
    • Regularly clean mailing lists to maintain deliverability
    • Schedule emails based on audience time zones and engagement trends
    • Align messaging with campaign goals across social and email channels

    The Conclusion

    This project illustrates how strategic email marketing powered by automation and analytics can transform communication for non-profits. By combining tools like Mailchimp with thoughtful content and audience insights, I helped CCMF improve both its outreach capacity and message impact—making every email count.

  • Doubling Podcast Reach with AI-Powered Short-Form Video

    Doubling Podcast Reach with AI-Powered Short-Form Video

    The Canadian Centre for Men and Families (CCMF) produces long-form podcast episodes addressing vital issues in mental health, fatherhood, and social services. However, these rich conversations often went under-leveraged on modern social platforms where short-form video dominates audience attention.

    To capitalize on this opportunity, I introduced Opus Clip, an AI-powered tool that transformed full-length podcast content into high-performing YouTube Shorts, resulting in a 150% increase in views and a significant boost in overall engagement.

    The Objectives

    • Repurpose existing podcast content into dynamic, short-form media
    • Automate video editing to reduce time and manual effort
    • Improve video performance on YouTube through visual and caption enhancements

    Generative AI is not just transforming marketing—it’s rewriting the creative process. The future belongs to brands that use AI to scale storytelling, personalize at depth, and deliver content at the speed of relevance.

    The Strategy

    The core strategy involved using Opus Clip to:

    Identify Viral Moments:

    The AI engine selected the most engaging segments based on speech patterns and viewer interest indicators

    Auto-Generate Captions:

    Dynamic subtitles were added to enhance viewer retention and accessibility

    Align with Visual Trends:

    Format Shorts for vertical viewing with hooks and bold text overlays

    Streamline Workflow:

    Reduce the need for manual video editing or external freelancers

    The Execution

    I selected key podcast episodes and uploaded them into Opus Clip. After automated highlight generation, I reviewed and lightly edited the clips for brand tone and clarity. The Shorts were then published to CCMF’s YouTube channel with optimized titles and tags.

    Key tools used:
    • Opus Clip for AI-powered video clipping and editing
    • YouTube Studio for publishing and analytics tracking
    • Canva for any visual overlays or thumbnail enhancements

    The Results

    • 150% increase in average views per podcast video on YouTube Shorts
    • Greater visibility for CCMF’s message with broader audience reach
    • Significant time savings by replacing manual editing with AI automation
    • Higher engagement among younger, mobile-first viewers

    Professional Insights

    To maximize the impact of AI-powered content tools, organizations should:

    • Use performance analytics to refine the criteria for viral clip selection
    • Incorporate branding elements consistently (logos, intros, outros)
    • Cross-promote Shorts across Instagram Reels and TikTok
    • Maintain a content calendar to post regularly and test performance over time

    The Conclusion

    This project demonstrates how AI tools like Opus Clip can transform static media strategies. By automating content repurposing and aligning with digital consumption habits, CCMF expanded its podcast visibility and connected more meaningfully with new and existing audiences.

  • Designing Immersive Brand Engagement in the Metaverse

    Designing Immersive Brand Engagement in the Metaverse

    As part of a university project, our team explored the future of marketing through the lens of immersive technology. We analyzed how brands are utilizing the Metaverse to deepen audience connection and tested our learnings by developing a virtual campaign concept for Casetify, a phone accessory brand known for customization and pop culture collaborations.

    By evaluating platforms like Decentraland and Play Together, and learning from existing campaigns by Gucci, Samsung, and Warner Bros., we created an innovative virtual campaign designed to resonate with Gen Z and Millennials.

    The Objectives

    • Explore marketing viability in Metaverse environments
    • Understand user engagement mechanics within virtual platforms
    • Design an immersive brand experience for Casetify in Decentraland

    Web3 and Metaverse marketing aren’t just about being digital—they’re about creating ownership, immersion, and meaningful interaction. The brands that thrive will be those that build experiences, not just impressions.

    The Strategy

    Our campaign concept was centered around Casetify’s values of self-expression and digital personalization. We proposed:

    Virtual Night Club Activation:

    A branded experience in Decentraland where users could attend events hosted by avatar versions of celebrities

    Exclusive NFT Giveaways:

    Limited-edition digital wearables and phone case skins

    Purchase-Driven Access:

    Event entry tied to prior product purchases, blending commerce with experience

    Call-to-Action Integration:

    Interactive buttons linking attendees to Casetify’s product catalog

    The Execution

    We approached it with a real-world framework:

    • Conducted user experience audits of Decentraland and Play Together
    • Researched and benchmarked past virtual campaigns
    • Built a campaign plan including KPIs such as click-through rate, event participation, and social media reach
    Key tools referenced:
    • Decentraland as the hosting platform
    • Roblox and Sandbox as comparative environments
    • Canva for mockup visuals

    The Results

    • Received high praise for innovation and practicality during client pitch
    • Gained in-depth understanding of marketing in immersive environments
    • Developed a scalable campaign framework applicable to brands exploring the Metaverse

    Professional Insights

    To effectively market in the Metaverse, brands should:

    • Focus on community-building and digital ownership (e.g., NFTs, avatars)
    • Leverage event-based experiences to drive emotional connection
    • Integrate commerce subtly within immersive experiences
    • Consider accessibility and cross-platform promotion to maximize ROI

    The Conclusion

    This project demonstrated the power of immersive tech to shape future marketing landscapes. By blending brand identity with virtual interaction, we showcased how companies like Casetify can turn passive audiences into active participants in the Metaverse.