Please note that you can see some of my content from this project at https://www.twine.net/signin

The Challenge
When the partnership began, wildbrine had limited social momentum, modest engagement, and no defined multi-platform growth strategy. The brand needed sustained visibility, stronger content performance, and a scalable approach that could evolve alongside retail expansion and new product launches.

The Objective
To transform social media into a long-term growth engine—expanding reach, deepening engagement, supporting retail growth, and building a recognizable, trusted brand presence across multiple platforms.

The Solution
A phased, evolving strategy aligned with the brand’s growth over time—beginning with foundational content consistency and expanding into platform diversification, video-forward storytelling, paid amplification, and influencer marketing.

Key focus areas included:

– Development of a distinct brand voice and consistent content calendar
– Transition to a video-forward REEL strategy to increase discoverability
– Paid boost expansion (200% budget growth) to support audience scaling
– Platform expansion with the launch of LinkedIn and TikTok
– Introduction of structured influencer programs (APEX → Target retail activations)
– Cross-brand collaborations and retail-focused storytelling

The Results
Sustained Multi-Year Growth
Over six years, owned social channels grew 142%, with reach expanding nearly tenfold and engagement rates climbing from 2.3% to 10.5%, demonstrating consistent performance improvement—not short-term spikes.

From Static Posts to Video-Led Discovery
A shift to Reels and video-forward storytelling drove significant engagement growth—479% on Instagram and 618% on Facebook—positioning video as a core visibility driver.

Platform Expansion as the Brand Scaled
As wildbrine expanded its presence, social strategy evolved alongside it. New platforms including TikTok and LinkedIn were launched, ensuring brand relevance across varied channels.

Influencer Strategy Built from the Ground Up
Two years into the partnership, a formal influencer program was developed and executed. The original APEX program delivered more than 1.2 million in follower reach in its first year, leading to expanded retail-focused Target influencer activations that further amplified in-store visibility and brand awareness.

Please note you can see further samples of the project work here: https://www.twine.net/signin

The Company
Wine Road is a destination marketing organization representing wineries and lodgings across the Alexander, Dry Creek, and Russian River valleys, serving as the ultimate guide to Northern Sonoma County wine country.

The Challenge
Consumer surveys revealed frustration with the rising costs of curated tasting experiences and the misconception that walk-in tastings were no longer available.

The Objective
Revive the spontaneity of walk-in tastings, promote affordability, and increase winery visitation through the three-month “Walk-ins Welcome” multi-platform campaign.

The Solution
Multi-Platform Strategy

– Website updates
– Organic and paid social media
– E-newsletters and blogs
– Winery member collaboration with shared campaign assets
– Key Focus Areas

Promoted affordable, accessible walk-in tastings
Engaged winery members to boost participation
Targeted local and regional wine enthusiasts
The Results
Expanded Winery Participation
Increased from 50 participating wineries in year 1 to 85 participating wineries in year 2 due to demonstrated campaign success. The initiative is now a permanent part of Wine Road’s marketing outreach.

High Ad Engagement:
The top-performing ad garnered 97,419 engagements with a CTR of 7.12%, demonstrating effective targeting and compelling content.

Recognition:
The Walk-ins Welcome campaign inspired the San Francisco Chronicle article “The Best 25 Sonoma County Wineries that Don’t Require Reservations.”

You can find further samples of our work for Fort Ross Vineyard here: https://www.twine.net/signin

The Company
Fort Ross Vineyard is an estate winery perched along the rugged Sonoma Coast, offering one of the most distinctive wine experiences in California. As the only estate tasting room in the Fort Ross–Seaview AVA—and one of the few located directly above the Pacific Ocean—Fort Ross pairs estate-farmed Chardonnay and Pinot Noir with seasonal culinary experiences and sweeping coastal views that define the character of the region.

The Challenge
Despite its extraordinary location and acclaimed wines, Fort Ross Vineyard needed a stronger digital presence to fully convey the on-site experience and stand out in a highly competitive wine tourism landscape.

The Objective
To transform Fort Ross Vineyard’s social media into a compelling brand platform that increased awareness, deepened engagement, and positioned the estate as a must-visit Sonoma Coast destination.

The Solution
A strategic, integrated social media approach elevated Fort Ross Vineyard’s Instagram and Facebook presence through refined storytelling, seasonal planning, and a consistent paid and organic framework.

Key focus areas included:

– Scenic, experience-driven storytelling using a balanced mix of video, photography, and Reels
– Targeted paid amplification to regional and lookalike audiences to expand discovery
– Community-focused engagement, a personal brand voice, and influencer and media hosting to build loyalty

The Results
From Scenic Content to Scaled Visibility
A refined, video-forward storytelling approach transformed Fort Ross Vineyard’s social presence, driving a 692% increase in Instagram reach and a 1,606% increase in Facebook reach as scenic and experience-led content reached new audiences.

Engagement That Outperformed the Category
Instagram engagement increased 204%, reaching a 4% engagement rate—significantly outperforming the 0.5% industry average and signaling stronger audience connection and content relevance.

Reels as a Discovery Engine
Transitioning from occasional video posts to a structured Reels strategy improved content discoverability and sustained engagement momentum, reinforcing social media as a consistent driver of awareness and growth.

Please note that you can find further examples of my work for this client here: https://www.twine.net/signin

The Company
California Strawberries is a statewide agricultural organization dedicated to promoting fresh California strawberries through education, seasonal storytelling, and consumer inspiration. With a strong emphasis on recipe content, lifestyle imagery, and year-round relevance, the brand relies on social media to maintain visibility, drive awareness, and reinforce strawberries as an everyday staple.

The Challenge
California Strawberries needed a cohesive, high-impact social media approach that balanced organic storytelling with high-budget paid media—while revitalizing underutilized platforms like Pinterest and maintaining consistent visibility across multiple channels.

The Objective
To deliver large-scale brand awareness and engagement across Facebook, Instagram, and Pinterest through a unified organic and paid social strategy, while reestablishing Pinterest as a meaningful driver of discovery and inspiration.

The Solution
A multi-platform strategy combined hands-on organic social management with high-budget paid media execution, ensuring consistent storytelling, seasonal relevance, and scalable reach.

Key focus areas included:

– Full organic social management, including content calendars, caption writing, scheduling, and community engagement
– Platform-specific content strategies for Facebook, Instagram, and Pinterest, weighted equally for reach and discovery
– Revival of Pinterest paid media through evergreen campaigns layered with seasonal and holiday activations
– High-budget paid social management across Meta and Pinterest, with budgets scaling up to $15K per quarter
– Creative and messaging optimization to maximize visibility across lifestyle, recipe, and seasonal content

The Results
Brand Visibility at Scale
An integrated organic and paid strategy delivered nearly 30 million impressions, significantly expanding California Strawberries’ presence across core social platforms.

Pinterest Reestablished as a Discovery Channel
By rebuilding Pinterest paid efforts from the ground up, the platform generated over 16.8 million impressions and became a primary driver of large-scale visibility and inspiration.

Sustained Engagement Across Platforms
Content and paid amplification drove more than 1.35 million engagements, reinforcing social media as a powerful awareness engine for a seasonal, consumer-facing brand.