Scope
Content creation and social media management for The Body Shop North America, with a focus on TikTok and Instagram growth, performance, and brand consistency.
Content creation and social media management for The Body Shop North America, with a focus on TikTok and Instagram growth, performance, and brand consistency.
My Role
I managed end-to-end social content execution for The Body Shop North America across TikTok and Instagram. I produced lifestyle and product photography, handled lighting and on-set direction, and captured content using both iPhone and mirrorless cameras. I created and edited short-form video and static content, wrote social copy, and managed community engagement. I also supported ongoing publishing and performance-driven iteration to ensure content remained platform-native, on-brand, and optimized for growth.
The Challenge
The Body Shop needed to scale content across platforms while maintaining a strong, values-driven brand voice. The goal was to increase reach and engagement on TikTok and Instagram without sacrificing authenticity, educational storytelling, or visual consistency.
I managed end-to-end social content execution for The Body Shop North America across TikTok and Instagram. I produced lifestyle and product photography, handled lighting and on-set direction, and captured content using both iPhone and mirrorless cameras. I created and edited short-form video and static content, wrote social copy, and managed community engagement. I also supported ongoing publishing and performance-driven iteration to ensure content remained platform-native, on-brand, and optimized for growth.
The Challenge
The Body Shop needed to scale content across platforms while maintaining a strong, values-driven brand voice. The goal was to increase reach and engagement on TikTok and Instagram without sacrificing authenticity, educational storytelling, or visual consistency.
The Approach
I led content creation and social media execution with a social-first mindset, balancing trend-aware formats with brand storytelling. The strategy focused on:
• Creating platform-native short-form video optimized for discovery
• Developing repeatable content formats to support consistency and scale
• Translating brand values into accessible, engaging social content
• Iterating quickly based on performance insights
• Content was designed to feel current and relatable while remaining aligned with The Body Shop’s ethical positioning.
The Work
• Short-form video content for TikTok and Instagram
• Ongoing content creation and publishing
• Performance-led iteration and optimization
• Community-aware content decisions grounded in audience behaviour
The Results
TikTok
• 35M views
• +25% above target
• 22.6K followers
Instagram
• 40.8K followers by end of year
• 6.5% average engagement rate
• The content contributed to sustained growth, strong engagement, and increased visibility across both platforms.
Key Takeaway
By combining culturally relevant content with a clear strategic framework, we were able to drive meaningful growth while protecting brand integrity — proving that performance and values-led storytelling can coexist.