Currently open to full-time roles in brand, marketing & social 🌿 let’s connect
Case Study
ELECTRONIC EXPRESS
Turning a regional electronics retailer’s social media into a growth engine
Role: Social Media Manager
Industry: Retail Electronics
Scope: Organic Social, Content Strategy, Campaign Support, Analytics
Client: Electronic Express
Role: Social Media Manager
Scope of Work:
-
Social media strategy & content planning
-
Organic and paid social campaigns
-
Campaign creative and copy direction
-
Community engagement
-
Performance tracking and optimization
-
Support for seasonal and promotional campaigns
THE PROJECT
THE CHALLENGE
Electronic Express had strong retail presence but an under-leveraged social channel.
Key issues:
-
Heavy reliance on vendor-provided content
-
Inconsistent brand voice across posts
-
No performance-focused social strategy
-
Social functioning as a posting channel, not a growth channel
MY STRATEGY
To modernize social and make it performance-driven:
-
Shifted from vendor-led to brand-led storytelling
-
Built content pillars (promo, education, community, entertainment)
-
Prioritized Reels and short-form video for discovery
-
Used analytics to guide timing and formats
-
Planned campaigns around key retail moments
-
Developed distinct but aligned messaging for consumer promotions and commercial buyers, ensuring social supported both retail demand and corporate opportunities.
THE RESULTS
By shifting from vendor-led posting to a structured, performance-focused content strategy, Electronic Express’ social channels saw meaningful improvements in reach, engagement, and follower growth.
Key Outcomes
✔ 6.7M+ page impressions and 5.5M+ reach across brand channels
✔ 47% growth in new followers during measured periods
✔ 167% increase in Instagram follower growth month-over-month
✔ 39–42% increases in Instagram reach and impressions
✔ 5%+ average engagement rates on Instagram
What Changed
-
Prioritized short-form video and platform-native formats
-
Introduced structured content pillars
-
Used performance data to refine posting cadence
-
Planned campaigns around key retail moments
HIGHLIGHTS
Social Media Content
Showcasing Strategic Campaign Series & Viral Content Development
During my time as Social Media Manager for Electronic Express, I conceptualized, produced, and launched multiple content series designed to drive engagement, educate audiences, and amplify seasonal brand moments. Below are several examples of short-form and campaign-based content that helped position Electronic Express as a modern, approachable, and trend-aware retail brand.
Black Friday Campaign SERIES
Seasonal retail storytelling & conversion optimization
Developed a high-energy short-form content series promoting exclusive Black Friday deals. Leveraged trending audio and product features to drive excitement and urgency.
Product Spec SERIES
Product education through approachable content
Created a recurring content series featuring detailed breakdowns of product specs, benefits, and quality & hosted by “a friend of Chandler.” Combined product expertise with humor and personality to boost retention and watch time.
Trend & Viral Sound SERIES
Entertainment-driven engagement
Utilized trending audio, viral memes, and cultural moments to create lightweight, relatable videos. Balanced brand voice with trend relevance, resulting in higher reach and repeat engagement.
40th Anniversary Celebration CAMPAIGN
Brand storytelling & community engagement
Produced long-form and short-form videos celebrating 40 years of Electronic Express. Integrated nostalgic storytelling with customer appreciation and behind-the-scenes clips to humanize the brand.
It's difficult to overstate just how talented, driven, and valuable Devin was as a teammate and creative professional. His passion for social media content shines through in everything he creates, and his positive, collaborative attitude made him an absolute joy to work with. Devin exemplifies what it means to be a team player, and his outstanding work ethic and creativity had a direct and lasting impact on our team's success.
Devin brought a fresh, engaging energy to our social media presence at a time when we were struggling with engagement. His ability to craft compelling content, from regular posts to larger campaign strategies, was unmatched. He has a remarkable eye for detail and a unique creative instinct that sets his work apart.
What truly distinguishes Devin is his communication and collaborative spirit. Whether he was brainstorming campaign ideas, coordinating with web and marketing teams, or fine-tuning the messaging behind a giveaway or landing page, he approached each task with enthusiasm and a strong sense of ownership. His energy was contagious and often inspired those around him, myself included, to push further creatively.
Any team would be lucky to have Devin, not only for his creative expertise and social media acumen, but for his thoughtful, team-oriented approach to work. Saying goodbye to Devin was truly difficult; we lost not only a phenomenal content strategist, but also a teammate who genuinely cared about the success of those around him.
.png)
Mitchell Gruner | Frontend Developer at Electronic Express