CREATIVE  DIRECTION | SOCIAL CONTENT STRATEGY | VIDEO PRODUCTION & EDITING | INFLUENCER STRATEGY

A social-first content system built to create a richer, more connected brand world.


HERB PHARM

 

COPYWRITER 
Jenny Gundied

SELECT VIDEO
FarmFluence Co.

CREATORS
Andrea Jiménez, Camila Casañas, Emma Robles, Lauren Kitch

Beginning in 2025, I helped reshape Herb Pharm’s organic social presence into a more intentional, varied and video-forward content system.

I expanded the channel beyond static product education by introducing a broader mix of repeatable content formats, each with a distinct role across the customer journey. These included founder and farm storytelling to build trust, product-focused video to make benefits easier to understand, recipes and rituals to show products in everyday life, creator-led concepts to bring new perspectives into the brand, alongside campaign, launch, educational and culture-driven content.

I also brought more of the content production in-house: developing concepts, filming and editing short-form video, creating repeatable series, and building content around launches, campaigns and seasonal priorities rather than treating social as a collection of one-off posts.

The result was a social presence with greater creative variety, stronger storytelling and clearer roles for each type of content, balancing brand building, education, product discovery and engagement while creating a more cohesive expression of Herb Pharm across the channel.

FOUNDER + FARM

Builds brand affinity and trust by bringing people closer to Herb Pharm’s roots. Founder stories, farm footage and behind-the-scenes moments give the brand a human face and reinforce the expertise, sourcing and values behind the products.

PRODUCT FOCUSED

Turns product education into approachable, visually engaging content. These videos highlight benefits, ingredients, formats and use cases while helping audiences quickly understand where a product fits into their everyday wellness routine.

EPISODIC + CREATOR-LED CONTENT

Creates repeatable storytelling designed around cultural moments and audience participation.
For New Year, New You, I developed an episodic influencer activation with a consistent concept, strategic content angles and hooks that gave each creator room to bring their own voice to the series.

RECIPES + RITUALS

Shows the products in action. Recipe content moves beyond explaining what a product is and demonstrates how it can naturally become part of an everyday routine: from mocktails and herbal drinks to simple wellness rituals.