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.
