Content Marketing - Ads
Service:
Objective
Lead creative ad content, resulting in high Click Through Rate (CTR) and Return On Ad Spend (ROAS). Focussed on user generated content style, I I oversaw the creative process from creating ad briefs, to co-ordinating the content shoot, shooting the content and editing it.
Process
Using previous ad data from meta business suite, I selected the highest performing ad styles. Also, drawing inspiration from similar competitor brands using meta ad library, to inform new styles.
I would create an ad brief to run by the ad team before committing to the creation; including examples, scripts and outfit selections. From there on, I’d co-ordinate a shoot date and time with a model(s) and shoot the content, directing them based on my brief.
Caput or Premiere Pro were the platforms I used for editing, optimising quick cut transitions for eye catching content, voiceovers for humility and captions for accessibility. I created varied content from lifestyle videos (these were the highest performers), to flat lays.
Some basic image and video grading was required, to create uniform assets. Following the natural and warm style of Rapanui.
Outcome
The content I created at Rapanui was the highest performing during my time there.
The citrus shacket lifestyle video below received a CTR of 2.66%, a ROAS of £14937, and a reach of 118,521. At only £13.18 Cost Per Click (CPC). The ad was published in March 2026, these stats were received in April 2026.
The green jumper lifestyle video below received a CTR of 2.41%, a ROAS of £7418, and a reach of 111,988. At only £12.72 CPC. The ad was published in February 2026, these stats were received in April 2026.
Other ads were consistent high performers within their categories however, these were exceptional.
Social Media Executive
Service:
Objective
Tell stories of the brand, community and founders to build a stronger brand image and trust. Through compelling imagery and videography. Main focus on Instagram.
Increase engagement naturally through interesting content.
Process
At the start of the project in September the focus was on experimentation, finding what content styles worked best. There was a loose strategy to follow.
I tried different styles of content, from fast social optimised transitions in videos, product photography, lifestyle videos and imagery and so on. Looking at what had worked well on the account previously and what was working for other accounts.
In December 2025, I developed a social media strategy focussing on content that performed best. The focus was on interesting people that were part of the Rapanui community. I would capture documentary style imagery of these people and tell their stories. There was also a stronger focus on the brand story and brand values. Telling stories of where the brand started and the unique production of products for the planet.
I followed a weekly content calendar where I would collaborate with the team to input content ideas. I used an iPhone 15 pro max for photography and videography, planning any shoots or briefs based on agreed content.
I would then edit using Adobe Premiere Lightroom, Capcut, or Canva. Following grading guidelines from the brand. I would also write copy for the captions based on the brand voice.
Frequently, results would be analysed, focussing on following and engagement rate. Adapting the posting style to suit.
Outcome
During my time with Rapanui from September 2025, to April 2026, Instagram followers increased from 108,000 to 114,000, a growth rate of 6.2%. I believe this was due to a more human feed, telling personal stories and adding deeper value to the content.
There was also an increase in engagement rate, at 2.09% in April 2026. When implementing my social strategy at the beginning of 2026, engagement rate was at nearly 4%. The highest performing posts were stories from the community, accompanied by interesting documentary style photography. Spotlighting the product in an interesting light, moving away from ad style content and reinforcing Rapanui’s ‘shed made’ story, by showing others following a similar path.
If I were to continue with Rapanui, I’d have continued to share these community stories. I would have brought more behind the scenes to the feed, with staff opinions and values. Alongside interesting User Generated Content, showing the products in unique settings. I’d move away from ad-style product content as this doesn’t add value to the viewer and is content they can consume elsewhere, such as ads or the website.
Shoot Co-ordinator
Service:
Objective
Plan, organise, and direct brand photo shoots. Collaborate with the team on a shoot brief, identify relevant photographers/ videographers, identify relevant model(s). Shoot co-ordination and post shoot evaluation.
Process
The shoot concept would be agreed as a team, whether this was seasonal products or a storyline. Based on this I would produce a brief, outlining outfit selections, photographer guidelines, a shot list, a schedule for the shoot day and so on.
Organising relevant crew, based on the shoot concept. On the day of the shoot, I would co-ordinate the day; staying on top of the schedule and shot list to ensure all assets were captured, organising styling so that products looked their best, looking after external crew members.
Post shoot, it was crucial to stick to deliverable dates to ensure launch of the new campaign. I would evaluate the shoot and identify areas of improvement or areas to be repeated, whilst maintaining communications with external crew members to ensure that deliverables dates were met.
Outcome
I co-ordinated a handful of successful shoots with Rapanui. From the December 2025 Christmas campaign, to Spring/ summer 2026 and a few smaller ones in between. Tackling all aspects from co-ordination, to styling and evaluation.
Assets have successfully been used across web, ads, organic socials and more and will continue to be used across the years.