Creative development: Ideation, Storyboarding, Research, Copywriting. Art direction, Briefing creators, and Management of the full project.

⭐️ Led the TikTok and Instagram paid rollout of Pampers’ “Poonami Alert” campaign in the UK, achieving over 3 million paid TikTok views with an 8.5% engagement rate, well above the platform average. Instagram ads generated 2.1 million impressions, a 1.8% CTR, and a 73% video completion rate. The campaign contributed to a 7% sales uplift in Asda stores, highlighting effective integration of paid social and retail media.

The misinterpretation of the campaign word brought more amplified attention and comments.