the wrap up
designing a multi-platform campaign system
Designing a Scalable End-of-Year Campaign
The ALPFA Wrap Up Campaign was a multi-week social initiative created to highlight organizational impact, recognize members and chapters, and close the year with a cohesive brand narrative. In collaboration with the Marketing Manager's strategic workplan, I led creative direction by translating campaign goals into a defined visual theme and scalable content system that supported high-volume storytelling across platforms.
Scaling Volume Without Compromising Retention
The campaign required frequent posting across awards, recognitions, throwbacks, and impact highlights within a short seasonal window. To maintain clarity at scale, the creative system needed to feel cohesive, festive, and aligned with ALPFA's red and blue identity while remaining flexible enough for multiple contributors to execute consistently.
Improving Engagement & Output
I developed a modular creative system that established the campaign's visual direction and reusable templates, enabling efficient collaboration and consistent storytelling. As posting volume more than doubled year over year, Instagram engagement increased from 4.95% in 2024 to 6.24% in 2025. While one post exceeded 800 likes, the more meaningful outcome was sustained engagement across the campaign. The system also translated effectively to LinkedIn, reinforcing its cross-platform adaptability.