ACADEMY sports + outdoors—SOCIAL STRATEGY
A rebrand handed us the data, I saw our gap in social and built the strategy to fill it.
Academy's agency rebrand came with raw research data — and a clear gap where our social media should have been: no system, no strategy, just content going out the door. I dug into the data, and built a framework anchored in the brand's core promise of attainability through Access, Value, and Ease. The result was a unified brand voice across paid and organic social, with every post designed to connect storytelling with real audience behavior.
ROLE
Content Strategy, Content Planning, Content Production, Photography, Design, Animation
PLATFORMS
Meta Paid Posts & Meta Organic Social
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.
All this sample 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.
