November 2024 — Present Since joining Gigi Pip as Social Media Manager, I’ve led content strategy, campaign storytelling, and platform growth across Instagram. From November 2024 to September 2025, our content generated 25.5M views, reached 10.5M accounts (+246% YoY), and drove 139K interactions (+100% YoY). In that same period, the community grew organically by nearly 35K new followers, driven by a blend of campaign visuals, UGC, and story-led content that amplified brand visibility and cultural relevance. I was also a pivotal part of Gigi Pip’s first-ever Stagecoach appearance with Revolve, where maximizing social efforts helped drive awareness of the collaboration and establish our presence at one of the biggest western fashion moments of the year.Middle of Nowhere
The Middle of Nowhere campaign was a collaboration between Gigi Pip and Buscadero Motorcycles, blending western grit with modern storytelling. Inspired by a road trip gone wrong, the concept followed a truck breaking down in the desert, leaving behind hats and a pit bike for “the next traveler.”
I translated this vision into social through a mixed-media approach—building shot lists, directing models, capturing video, vlogging behind the scenes, and creating collage-style edits. On Instagram Stories, I crafted copy + video to walk followers through the road-trip narrative, while feed posts highlighted campaign visuals and top-performing content, including a viral video that reached 6.6M+ views.
The campaign mixed the polish of a big shoot with the feel of social-first storytelling, cinematic but still raw, organic, + made to feel in-the-moment.
Creative Direction on IG Stories
On Instagram Stories, I brought the Middle of Nowhere campaign to life through copy and video I created, walking followers through the road-trip storyline. I balanced cinematic product moments with organic, behind-the-scenes content so it felt like viewers were right there with us.Top Performing Posts from the Middle of Nowhere Campaign
Below are three of the top-performing posts from the campaign. The first video went viral, reaching 6.6M+ views and becoming one of the strongest-performing posts since I joined Gigi Pip. I filmed and edited this piece myself throughout the desert shoot, blending BTS and campaign footage to bring the story to life.View Here
Views: 6M
Likes: 21K
Reach: 5M
Watch Time: 12 hours
View Here
Views: 38K (63% non-followers)
Likes: 627
Reach: 13K
Saves: 56
Shares: 38
View Here
Views: 28K
Likes: 377
Reach: 8K
Saves: 22
Shares: 32
FW25 Collection
The FW25 collection launched in two parts, each with its own distinct mood. Untamed Spirit (Launch 1) leaned into quiet confidence, western grit, and timeless boho energy, grounded in fall staples and lived-in textures that positioned hats as the effortless finishing touch. Wild Spirit (Launch 2) turned up the volume with playful attitude and unapologetic edge, from statement crowns and bold color pops to Stevie Nicks inspired studio shots and downtown girls’ night storytelling.
Across the campaign, I executed a mix of studio content, Stories, and top-performing posts, pairing polished visuals with social-first storytelling that drove engagement and reinforced the collection’s evolving narrative..
Making Studio Content Shine
While studio shots usually perform lower than lifestyle or UGC content, they’re still essential for launching new products and highlighting details. For FW25, I shot + edited the videos and content below, leaning into studio imagery but presenting it in more engaging ways, mixing stills with video and pairing them with trend-driven edits. This approach kept the content informative and product-focused while still feeling fun, scroll-stopping, and aligned with our audience’s expectations.Storytelling Through Instagram Stories
Instagram Stories became a key way to layer in storytelling while showcasing new products. I paired studio content with lifestyle moments, giving followers a full picture of how each hat fits into real life. To make it even more relatable, I directed team members to film UGC-style try-ons, adding authenticity and showing real people in the product. All story copy and video were written and created by me, blending product education with approachable, in-the-moment storytelling.Top Performing Posts from the FW25 Campaign
The first video reached 2.7M+ views, marking our first-ever “launch video.” Unlike standard posts, this piece was created to introduce the collection and set the tone for the drop. After the Middle of Nowhere vlog went viral with 6.6M+ views, it was exciting to see another video-first approach perform so strongly and confirm the value of leading launches with video content.View Here
Views: 2.7M
Likes: 12.5K
Reach: 1.7M
Profile Visits: 139K
View Here
Views: 403K
Likes: 5K
Reach: 3M
New Follows: 467
Stagecoach with Revolve
I played a pivotal role in Gigi Pip’s first-ever Stagecoach appearance with Revolve, a milestone that solidified our place in the western fashion space. My focus was on maximizing social impact through real-time coverage, extending the reach of our collaboration and positioning Gigi Pip as a key player at one of western fashion’s biggest cultural moments.Execution
At Stagecoach, we partnered with Revolve to host a gifting suite where influencers customized their own Gigi Pip hats. Since this was not a revenue-driven activation, the priority was building visibility. I focused on capturing content of creators making and wearing their hats, tagging them in real time so our stories were reshared across their platforms. This strategy ensured strong amplification, making Gigi Pip a standout presence at the festival and driving visibility and engagement well beyond the event.Impact
Stagecoach drove a major lift across visibility and engagement. During the week of the event, profile visits jumped to 6,238 (+45% over March averages), accounts reached grew to 175K (+26%), and IG Shop sales increased 55% to $10.5K a day. The momentum carried into the following weeks, with profile views climbing to 9,633 (+124% vs. March) and accounts reached peaking at 243K (+74%). Alongside the numbers, we captured standout UGC from creators that we repurposed organically on our feed and stories, extending the campaign’s impact while keeping content fresh and community-driven.Evergreen + Evolving Content
In social, it’s all about balance. Evergreen pieces build long-term value, while trend-driven content keeps a brand in the conversation.
My approach is to create content that lasts, but also stay quick on my feet, ready to pivot, reframe, or jump on a moment when it matters.
Some of the examples below lean trend-forward, while others show how evergreen storytelling can carry impact over time.