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Little Sleepies
Photo credit: me. These are photos I’ve captured for Little Sleepies, in our very own content studio.
Social Media Specialist
Oct 2023 - Current
I have 3+ years of experience as a social media specialist at Little Sleepies, where I create the content and write the words that connect with our audience across Instagram, TikTok, Facebook, Pinterest. Yes, that includes short-form hooks, on-screen text, captions with a voice people actually want to engage with, the works.
I've helped bring campaigns and licensed partnerships (Disney, BBC Studios, Warner Bros.) to life while growing our Instagram by 300K+ followers organically.
Below are a few of my accomplishments:
Strategy and community
Grew Instagram following by 300K+ organically since joining, with consistent growth across all managed platforms
Own end-to-end short-form video production, including ideation, in-house filming, and editing in CapCut and in-app, with platform-native text and formatting for each channel
Strategize and implement organic marketing plans across Instagram, TikTok, Pinterest, LinkedIn, Facebook, and a 500K-member VIP Facebook group
Collaborate with creative teams on content ideation, execution, and internal digital asset management
Copywriting
Write all hooks and on-screen text for short-form video (Reels and TikTok), crafting openers built to stop the scroll and hold attention
Write roughly 40% of the brand's social captions across Instagram, TikTok, and Facebook, in a consistent on-brand voice, tailoring tone to each audience
Teaser Content
Example of stills and graphic content I ideated, created, and shared to tease new launches.
The strategy:
I learned that engagement is highest in between the tease & first full product reveal, so I made it a priority to experiment with ways to draw out customer anticipation. The result? Content that feels exciting (enough to generate just enough buzz) and highly engagement-driven.
Connection goes a long way.
At Little Sleepies, I learned that the in-between moments matter just as much as the launches. That's where your audience feels most connected to your brand — and it’s where I do my best work.
Short-Form Video Content
content that I executed from start to finish — including filming, creative directing, and editing
Example of studio content I created for one of our biggest launches of the year, The Newborn Capsule.
Example of evergreen content that is currently one of our top performing evergreen reels to date, with over 80% non-follower reach and 7k shares.
Why this was successful:
Content uses trending audio and a clear call to action to connect with parents and spark engagement
Examples of in-house video content I created and shared on TikTok to support one of our largest campaigns of the year — Little Big Sale.
Why this was successful:
Content leans into trending-audio, short-form video format, and campaign-driven CTAs
Example of supplemental, community-building content I captured — celebrating our 7th birthday in a relatable & impactful way.
Example of trend-forward, green-screen content aimed I created to build organic anticipation for the Summer Capsule on TikTok.
Why this was successful:
Content features a talking-head video with a green-screen backdrop that makes the collection easy to understand and fun to watch.
Story-driven content I created and shared across organic channels to support the launch of our Soccer Stars print. Working with our internal team, I gathered childhood photos of coworkers and turned them into a soccer-themed scrapbook that told the story behind the launch.
Why this was successful:
content supports our ever-present brand marketing efforts: showcase product in narrative-driven formats.
BFCM Campaign Content
Examples of in-house video content I created and shared across Organic Social and cross-functional channels for Little Sleepies’ Black Friday Sale, our biggest campaign of the year.
Why this content was successful:
We implemented learnings from years prior — leveraging humor, trend-forward audios, and branded graphics to create sale-driven content that informs, calls to action, and entertains.
Graphics
Example of a cultural moment turned into a top performing Instagram carousel.
Why this content was successful:
humanized the brand with real team responses, and in doing so, encouraged our community to join in on the conversation
screen-shot style quotes feel native to organic channels — and the internet
emotionally expressive and humorous TOV invites conversation
Example of a Signature Series I created and launched on Instagram.
Why this content was successful:
taps into relatable + emotional parenthood moments
clean lines of copy on minimal background = clear messaging
designed to be saved and revisited: the kind of post a parent would send to another parent, a friend, or a partner in the middle of the night