Abbreviated Digital Media Portfolio

Digital Media is a passion of mine and one where I like to use what is given to me and experiment where I can. Otherwise, I use social media to tell stories and observe how to make incremental and consistent change catered to client goals, voice, and vision.

Clients and Brands

I have worked with mostly food and beverage clients who vary in the wares, retail, and direct to customer spaces. These are specifically video studies for growing accounts. Some of them were created on accounts after social media overhauls, and there were challenges of engaging organic audience. Others had highly engaged audience, but needed wider reach. It is always interesting to solve problems and learn about the accounts as they live on the internet.

  • Date
    20 June 2024

    Client
    Bonavita Brands (@bonavitabrands)

    Views
    25.9k

    Interactions
    865 likes | 0 comments | 22 shares | 15 saves

    Reach
    14,210 (3.2% followers | 96.8% non-followers)

    Platforms
    Instagram

    Insights
    This video was under 5 seconds which is a current trend, it was semi-looping with a long caption. This was a recipe that a former social media group had posted one year prior with different editing, and by making it shorter, I increased viewership by at least 20x

  • Date
    28 May 2024

    Client
    Bonavita Brands (@bonavitabrands)

    Views
    13.8K

    Interactions
    106 likes | 0 comments | 0 shares | 2 saves

    Reach
    10,658 (2% followers | 98% non-followers)

    Platforms
    Instagram

    Insights
    This video was a remake of a popular recipe from the year prior when this account was curated by a different social media group. By making the clip shorter, looping, faster, and adding a long recipe caption in time for summer, this post performed at least 18 times better than the year before

  • Date
    11 November 2022

    Client
    Hugo Tea Co (@hugoteaco)

    Views
    6,234 IG

    Interactions
    286 likes | 3 comments | 53 shares | 41 saves

    Reach
    IG 5,971

    Platforms
    Instagram

    Insights
    When Hugo Tea had a brick and mortar, we were able to showcase its highlights, using the collaboration function to reach the correct audience

  • Date
    1 April 2024

    Client 
    Personal (@marzachan)

    Views
    6,066

    Interactions
    171 likes | 42 comments | 28 shares | 14 saves

    Reach
    3,355 (24% followers | 76% non-followers)

    Platforms
    Instagram

    Insights
    color grading was a bit too vibrant, but collaborative posts and talking in front of the camera work well to draw people in

  • Date
    15 December 2023

    Client
    Personal (@marzachan)

    Views
    4,219 IG

    Interactions
    174 likes | 26 comments | 14 shares | 6 saves

    Reach
    2,518 (45.6% followers | 54.4% non-followers)

    Platforms
    Instagram

    Insights
    Another controversial theme that resonated with audience and experimenting with showing more whole body shots along with dynamic brewing shots

  • Date
    4 October 2023

    Client
    Bonavita Brands (@bonavitabrands)

    Views
    8,161

    Interactions
    193 likes | 4 comments | 8 shares | 8 saves

    Reach
    5,794 (4.9% followers | 95.1% non-followers)

    Platforms
    Instagram

    Insights
    This video was a collaborative post in anticipation of a small tradeshow with an event we were sponsoring. Because this account was still in the process of pivoting to the coffee lifestyle space from being in the wellness space prior, it benefitted from having the audience of the collaborating account

  • Date
    6 August 2023

    Client
    Hugo Tea Co (@hugoteaco)

    Views
    2,499 IG | 1,251 TikTok

    Interactions
    IG116 likes | 10 comments | 10 shares | 25 saves

    TikTok 38 likes | 0 comments | 5 shares | 11 saves

    Reach
    IG 2,366 (73.8% followers | 26.2% non-followers)

    TikTok 1,021 (100% non-followers)
    Platforms
    Instagram | TikTok

    Insights
    This video was educational and made a unique mocktail. In the future, I would have a visual hook to draw the audience in within the first 3 seconds, the informational format performed better on TikTok considering the following

  • Date
    5 April 2024

    Client
    Hugo Tea Co (@hugoteaco)

    Views
    IG 4,886 | TikTok 916

    Interactions
    IG 165 likes | 6 comments | 9 shares | 6 saves

    Tik Tok 37 likes

    Reach
    IG 3,206 (57.4% followers | 42.6% non-followers)

    TikTok 849 (100% non-followers)

    Platforms
    Instagram | TikTok

    Insights
    On TikTok, this specific video had a 21% completion rate, demonstrating an interest in the products. Brewing with a Gaiwan is a manual and communal form of steeping and was a way to showcase a lot of the product.

Personal

In my personal work, I focus on creating content that tells stories. It is a creative outlet, but when there is a strategy or format that works/stands out, I like to question “why?” and understand the underlying trends of each video.

  • Date
    5 April 2024

    Client 
    Personal (@marzachan)

    Views
    5,609 IG

    Interactions
    135 likes | 12 comments | 19 shares | 7 saves

    Reach
    4,025 (21.3% followers | 78.7% non-followers)

    Platforms
    Instagram

    Insights
    use a hook that will resonate with the audience, empathy is always a way to tell a story

  • Date
    8 January 2023

    Client
    Personal (@marzachan)

    Views
    4,219 IG | 8,249 TikTok

    Interactions
    IG     115 likes | 15 comments | 9 shares | 7 saves

    TikTok 566 likes | 2 comments | 9 saves

    Reach
    3,7,95 (28.4% followers | 71.5% non-followers)

    Platforms
    Instagram

    Insights
    Having a relatable customer experience story and a different cadence of voice helped engagement, though it could have done better if there were facial expressions

  • Date
    16 November 2023

    Client
    Bonavita Brands (@bonavitabrands)

    Views
    7,803

    Interactions
    84 likes | 2 comments | 5 shares | 19 saves

    Reach
    5,157 (6.3% followers | 93.7% non-followers)

    Platforms
    Instagram

    Insights
    Another collaborative video helped the health of this account while reaching some more of our audience due to the addition of a seasonal recipe

  • Date
    22 March 2023

    Client
    Hugo Tea Co (@hugoteaco)

    Views
    3,799 IG | 948 TikTok

    Interactions
    IG 187 likes | 2 comments | 8 shares | 8 saves

    TikTok 60 likes | 1 save

    Reach
    IG 3,572 (64.4% followers | 31.6% non-followers

    Platforms
    Instagram | TikTok

    Insights
    In the first 3 seconds there was an interesting hook and transition paired with a traditional form of steeping, in future videos, we will implement more transisitions

  • Date
    17 April 2023

    Client
    Hugo Tea Co (@hugoteaco)

    Views
    IG 3,559 | TikTok 383

    Interactions
    IG 73 likes | 5 comments | 9 shares | 6 saves

    TikTok 26 likes | 2 Saves

    Reach
    IG 3,439 (41.9% followers | 58.1% non-followers)

    Platforms
    Instagram | TikTok

    Insights
    This video aimed at highlighting a boxed chai. I ended up using brighter lighting to show contrast between the chai and the milk while using a trending song as an experiment, though it did not match the brand as much, having a beauty shot of the end product could have made it more dynamic

  • Date
    10 February 2024

    Client 
    Personal (@marzachan)

    Views
    4,721 IG

    Interactions
    175 likes | 42 comments | 12 shares | 4 saves

    Reach
    3,247 (31.4% followers | 68.6% non-followers)

    Platforms
    Instagram

    Insights
    This was my first video talking directly to camera in a casual tone while brewing, it was timely for the holiday, was intentionally cut and showed my personality

  • Date
    8 January 2024

    Client
    Personal (@marzachan)

    Views
    3,937 IG

    Interactions
    144 likes | 18 comments | 22 shares | 11 saves

    Reach
    2,424 (37.8% followers | 62.2 non-followers)

    Platforms
    Instagram

    Insights
    Longer form videos are harder to get high view counts on Instagram specifically, but due to the educational nature, this one did better than anticipated, but in the future I would try it first on youtube and break it up into shorter content for IG and TikTok

  • Date
    22 December 2023

    Client 
    Personal (@marzachan)

    Views
    6,521 IG

    Interactions
    271 likes | 22 comments | 28 shares | 14 saves

    Reach
    4,744 (26.6% followers | 73.4% non-followers)

    Platforms
    Instagram

    Insights
    The theme of work within the industry is something I am passionate about, but is also a theme that resonates with my audience and I paired storytelling with a faster paced edit for the video

  • Date
    21 December 2022

    Client 
    Personal (@marzachan)

    Views
    6,385 IG

    Interactions
    237 likes | 24 comments | 30 shares | 24 saves

    Reach
    6,191 (22.7% followers | 77.3% non-followers)

    Platforms
    Instagram

    Insights
    The term “coffee snob” is popular in the industry and it was a hook that resonated stronger with the audience

  • Date
    10 March 2023

    Client 
    Personal (@marzachan)

    Views
    6,521 IG

    Interactions
    203 likes | 5 comments | 16 shares | 13 saves

    Reach
    4859 (23.5% followers | 76.5% non-followers)

    Platforms
    Instagram

    Insights
    People trust professional voices and voices that allow the space to bend rules, this was a personal story paired with open recommendations

  • Date
    1 June 2024

    Client
    Tanbrown Coffee (@tanbrowncoffee)

    Views
    IG 3,219 | TikTok 2,094

    Interactions
    IG 46 likes | 7 comments | 5 shares | 1 saves

    TikTok 70 likes | 9 saves

    Reach
    IG 2,093 (21.6% followers | 78.4% non-followers)

    Platforms
    Instagram | TikTok

    Insights
    This was a silly moment being filmed of Anthony and Elyse, a sibling duo who work with Tanbrown Coffee. Taking time to show a brand's human side made it more relatable

  • Date
    2 June 2024

    Client
    Tanbrown Coffee (@tanbrowncoffee)

    Views
    3,507

    Interactions
    73 likes | 3 comments | 2 shares | 1 save

    Reach
    1,693 (35.5% followers | 64.5% non-followers)

    Platforms
    Instagram

    Insights
    Short reel with a semi-relatable caption gave a slightly higher reach

  • Date
    28 April 2022

    Client
    Tanbrown Coffee (@tanbrowncoffee)

    Views
    7,124

    Interactions
    230 likes | 15 comments | 0 shares | 6 saves

    Platforms
    Instagram

    Insights
    Using a trending song of that era helped push this low effort content, though it could have been bots due to lack of regulations at this point of time

Next

CASE STUDY | Tanbrown Coffee