Lesia
Kaplan

My Responsibilities

• Led the short-form video strategy for a London-based lifestyle media brand covering food, lifestyle, and culture.
• Built repeatable content formats that consistently reached audiences beyond existing followers and drove new follower growth.
• Managed the full content production cycle — from ideation and scripting to filming, editing, and publishing.
• Ran continuous content experiments, testing hooks, formats, and topics to identify what performed best.
• Actively managed the community, responding to comments and fostering engagement with the audience.

Outcomes

My Responsibilities

• Developed the brand persona, tone of voice, and positioning from scratch for a new UK outerwear brand.
• Built and executed a 3-month Instagram launch strategy aimed at building an audience and generating the first sales.
• Turned the brand's Instagram into a "reality show", sharing daily behind-the-scenes Stories documenting the product development process.
• Created Reels and visual storytelling around print development and product reveals, while managing a content creator and producing video content myself.
• Oversaw paid ad campaigns and landing page development to capture pre-launch bookings and test demand for different print designs.

Outcomes

Strategy Timeline

• Month 1: Built the first audience and tested different content formats to understand what resonated most and how to communicate with potential customers.
• Month 2: Launched a landing page with jacket mockups that allowed the audience to pre-book their favourite design and helped build a list of potential customers.
• Month 3: Converted the previously collected leads from the booking stage into first buyers.

Key Challenges Overcome

• Small budget: Built a relevant audience and converted to buyers with only £1,000
• High competition: Differentiated against established fashion brands using authentic BTS storytelling
• New market: First time working on the UK market — adapted strategy quickly through testing

My Responsibilities

• Developed a TikTok & Instagram growth strategy focused on increasing brand awareness and follower acquisition.
• Defined the core content pillars and positioning to make the brand more discoverable on social platforms.
• Designed repeatable short-form video formats aimed at reaching audiences beyond existing followers.
• Identified high-performing content directions aligned with platform trends and audience behaviour.
• Provided strategic guidance for content execution, helping the team focus on formats most likely to drive growth.

Outcomes

About This Project

Designed and produced structured educational materials for an online course on short-form video strategy.

The goal was to make algorithm mechanics and content strategy easy to understand for creators without a technical background.

My Role Included

• Structuring the learning curriculum
• Scripting and recording video lessons
• Developing clear frameworks and visual examples
• Breaking down complex platform mechanics into practical steps
• Designing practical exercises after each lesson to help learners apply concepts immediately
• Building a structured Notion knowledge base so students could quickly access materials and revisit key concepts from the lessons
• Setting up automated user access and integrations between payment systems, course platform and onboarding workflows

Results

Learners Most Commonly Reported

• Finally understanding how short-form content is evaluated and distributed by platforms
• Being able to apply repeatable content frameworks
• Avoiding common mistakes in video structure and content strategy
• Appreciating the clear structure of the course and concise lessons without unnecessary theory

Lesson Structure

• Platform Trends & Content Formats
  Helps learners understand what types of short-form content perform well and how platform trends influence reach.
• Anatomy of High-Performing Short-Form Content
  Shows the core elements that make videos successful, helping learners structure content that keeps viewers watching.
• Building a Practical Content Strategy
  Teaches learners how to turn ideas and goals into a simple, repeatable content strategy they can follow consistently.
• Idea Generation & Content Differentiation
  Helps learners develop unique content angles and avoid creating the same content as everyone else.
• Video Planning & Production
  Gives learners a clear workflow for planning, scripting, and filming short-form videos efficiently.
• Mobile Editing Workflow
  Shows how to edit videos quickly on a phone while maintaining clarity, pacing, and storytelling.
• Performance Analysis & Format Optimisation
  Helps learners analyse content performance and refine their formats to improve reach and engagement over time.

Course Material Examples