Social Media Writing
Across the full Hallmark portfolio, in addition to the core brand, I created content for sub-brands including Shoebox, Mahogany, Hallmark Baby, Good Mail and Kaleidoscope.
My writing reflects range from sharp humor to culturally grounded writing; this work required translating each brand through different consumer lenses so it felt relevant to new and evolving audiences, while staying true to the brand's core identity.
I approached social writing as more than posting for reach. The goal was to spark comments, conversation, and real interaction in the feed, leading to positive and meaningful experiences with the brand, as well as creating "shareables" that felt authentic to distinct consumer groups.
