Content Strategy
Developed and executed a comprehensive, luxury-wellness social media ecosystem for a smart mattress company, transforming technical data into a high-performance lifestyle brand narrative.
Mockup Product
Situation
The Sleep Lab, a luxury wellness brand, needed a market-entry social media strategy to position its "AquaSense" smart mattress as a premium "biohacking" tool rather than just a household furniture item.
Presentation Slide, with the market and trends research.
Task
Lead the end-to-end content and brand strategy, including market research, brand identity creation, and a full 30-day execution roadmap. The objective was to pitch a professional strategy that connected technical sleep science with a high-performing professional audience.
Instagram carousel created for the Social Media Marketing Campaign
Action
Strategic Foundation: Performed a SWOT analysis and competitive landscape audit to identify gaps in the "recovery-as-performance" market.
Brand Architecture: Defined the brand persona, luxury tone of voice, and visual identity (logo and assets) to ensure consistency across all touch points.
Data-Driven Planning: Utilized Excel to build a 30-day content calendar and Hootsuite for precision scheduling, ensuring optimal posting times for the target demographic.
Content Execution: Developed a full-funnel content strategy (TOFU/MOFU/BOFU) including educational "Sleep Science" carousels, empathy-driven stories, and conversion-focused CTAs.
Measurement Framework: Established specific KPIs (Reach, Engagement Rate, and Conversion) to track success and outlined a "Phase 2" roadmap for long-term brand scaling.
Instagram Carousel created for the Social Media Campaign
Result
Produced a cohesive, investor-ready social media campaign that received high praise for its professional pitch-ready quality. The project demonstrated my ability to manage a complex brand launch, from initial market research and logo design to technical scheduling and performance measurement.
Action plan for after the campaign execution.
Foresight
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Daniel Hirata
Marketing Strategist | Performance & Growth
ielhirata@gmail.com
+55 (11) 99514-3344
+1 236-990-3927
Bridging the gap between creativity and strategy.
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