In my recent work as a Digital Marketing Specialist in Rome, I managed the complete online presence for a wellness brand, shaping the visual identity, producing daily content, and optimizing the accounts from the ground up. Within only a few weeks, the brand saw significant organic growth, including an 1000% increase in reach and over 100,000 views generated without paid promotion. I handled everything from content planning and storytelling to CRM-based email campaigns, resulting in a measurable increase in customer engagement and new sign-ups. One high-performing creative was an Instagram Reel developed for a Gentle Yoga studio in Rome, designed with the primary goal of increasing brand awareness and follower growth for a newly launched account. The creative strategy focused on positioning the brand as a lifestyle experience rather than a traditional yoga class. The Reel combined short, dynamic clips from an outdoor yoga session in front of the Colosseum, including candid pre-class interactions, participants socializing, gentle yoga flows, and contextual visuals of the surrounding Roman environment. This mix of human moments and iconic scenery allowed the content to feel authentic, aspirational, and native to the Instagram Reels format. The caption, “When you live in Rome, and this is your casual Tuesday,” supported the positioning by framing the class as both exclusive and relatable. It tapped into the audience’s desire for balance, self-care, and a higher-quality everyday lifestyle, while avoiding overt promotional language. From a marketing perspective, the creative worked because it aligned closely with platform behavior and audience psychology. It leveraged emotional storytelling to increase watch time and engagement, while subtly communicating the brand’s value proposition: a certified instructor, a welcoming community, and a unique wellness experience in the heart of Rome. By focusing on identity and aspiration rather than direct selling, the Reel effectively drove awareness, follower growth, and long-term brand affinity.

Creative I worked one were a set of ads created for the personal blog of a life coach and mother, aimed at increasing awareness and follower growth among modern parents. The core strategy was to position the creator as a credible expert through real-life proof of results. Her son’s achievements, including a full-ride scholarship to Northwestern University, recognition in Forbes 30 Under 30 Kazakhstan, and earning his first one million tenge at age 15 through an eco startup, were used as social proof to differentiate her content from generic parenting advice. The creatives focused on short-form video storytelling that shared practical parenting life hacks, mindset shifts, and relatable challenges of raising ambitious, goal-oriented children in a highly digital world. Rather than abstract motivation, the messaging emphasized achievable outcomes and long-term personal development. The ads performed well because they combined clear positioning, strong social proof, and audience-relevant pain points, resulting in higher engagement, follower growth, and trust in the creator’s personal brand, with an increase of followers by +300 for the first month and an increase in +856% in account reach through ad, reels, and storytelling content.