Social Strategy
ACADEMY SPORTS + OUTDOORS
In the summer of 2018, Academy got a rebrand and a deck full of research insights. That work revealed an opportunity to rethink social not as content distribution, but as a system that could guide storytelling across channels.
I built a framework rooted in the brand’s core promise–making it easy for everyone to get outside– and anchored it in the idea of attainability. Organized around three pillars: Access, Value, and Ease the framework connected brand storytelling with real audience data & behavior. The result was a unified brand voice across paid, and organic social.
PLATFORMS
Meta Paid Posts & Meta Organic Social
ROLE
Creative Strategy, Content Planning, Content Production, Photography, Design, Animation
COPY
Helen Gebre
Example Product Promo Post
Timed to the release of The Last Jedi, this post tapped into a cultural moment to drive conversation and engagement while keeping the Academy relevant and product-focused.
Valentine’s Day Post
Post Examples
Content was shot in-studio, on campus, and animated in-house. Every post was planned and produced with real social constraints in mind — balancing brand voice, business goals, and performance.
