POCKY SOCIAL
MY ROLE: Copywriter (Social Strategy & Content Creation)
My Art Director partner and I redefined Pocky's social presence by concepting, shooting, and creating platform-native content designed for TikTok and Reels. Rather than relying on traditional production, we became the content creators ourselves, developing social-first ideas that felt authentic to the way people already engage online.
THE CHALLENGE: Help Pocky evolve its social presence from repurposed brand photography into content that felt relevant, engaging, and native to today's social landscape.
THE INSIGHT: Social platforms have changed the way people consume advertising. The brands breaking through aren't the ones making better ads—they're the ones speaking the language of the platforms. To earn attention on TikTok and Reels, Pocky needed to behave less like a brand and more like a creator.
THE SOLUTION: We created a new model for Pocky's social content by producing trend-driven, creator-style videos in-house. This approach helped establish a new standard for social content creation within the agency, influencing how other brands approached platform-native storytelling.
THE RESULTS: The new approach drove significant increases in engagement and impressions while helping Pocky build a more relevant presence on TikTok and Reels. It also earned the client's trust and proved that creator-led content could help brands show up more authentically on social.
TIKTOKS & REELS
