Real-Time Strategy for a Viral Creator Moment

👀 Role + Context

When Michelle’s irreverent, bracket-style review of the Bonne Maman Advent Calendar hit 1M+ views on IG Reels in 24 hours, she reached out for help navigating the momentum. She had a viral hit — but no plan for what came next.

A longtime friend and collaborator (UCB days, Brooklyn roommates), I stepped in as her interim talent manager and strategist to turn a one-off video into a repeatable series and platform for growth. We quickly codified her style — same outfit, same framing, same dry delivery — to build a signature look that stopped the scroll and built follower familiarity.

The content became a tournament-style series of comedic product reviews (Kit Kats, teas, Gatorades, etc.), designed to spark comments, shares, and long-tail engagement. Our shared goal: use this moment to grow her audience and strengthen her career in a casting world where follower count = leverage.

🔧 Scope of Work

• Co-developed recurring series format + character concept
• Guided rollout cadence, visual consistency, and platform optimization
• Advised on IG/TikTok best practices, post timing, bio setup, and brand voice
• Identified brand alignment opportunities + handled initial outreach
• Provided creative and strategic support — not copywriting, but full-channel advising

💥 Key Wins

• Grew Michelle’s audience from 4K → 15.7K followers in under two months
• Content achieved 16M+ views across 18 videos during active rollout
• Built a repeatable format and recognizable persona that supports long-term brand value
• Positioned Michelle for future sponsorships, collaborations, and industry credibility