Current

At Current, I was brought in to transform a relatively dull product presence into a vibrant, community-driven lifestyle brand on social.

This meant building a full-funnel strategy—driving reach through SEO, Instagram Reels, TikTok, and YouTube Shorts, while nurturing mid-funnel engagement on Instagram and Twitter.

But the work began with a mission: understand our audience deeply and align with them completely.

After poring over our user research and *actually* listening to our audience, I identified 3 key needs:

  • More financial education

  • Content that felt familiar  

  • To have their voices heard 

Then, it came time to align our brand goals with our business goals. Our product needed more users, and trailed in all metrics of awareness, consideration, and trust. So I developed a system to measure how we track towards those goals, in order to make sure our content was developed correctly. I did this by tracking our content KPIs to our brand goals

  • Awareness = impressions 

  • Consideration = engagements 

  • Trust = sentiment

From there I developed digital content series that lived on web and email, specifically working toward these goals.

Within one year of my strategy shifts, Current's social media pages saw:

244% increase in total engagements 

206% increase in total impressions

183% increase in positive sentiment

For more from Current, follow along on IG