Creative Director

While at Apple TV, we quadrupled organic growth from 1M to 4M with $0 in boosted spend.

We started off by thinking of each feed as a channel, and developed bespoke “programming” for each.

“Conversation Starters” outperformed everything else, so we focused on that.

We then used data to further refine our approach.

Like before I interviewed Reese Witherspoon for Sing 2, we took a look at the conversation crossover between her followers and ours. Shocker, they’re interested in being moms. And in the movie, Reese’s character is a mom.

So that’s what I asked her about. Her response was candid and heartfelt. We published just that bite-sized bit to IG Reels. Engagement sang.

We then took this data-driven approach and applied it to all of the interviews I conducted for our channels moving forward. I did lots and lots of them, but here are a few of my favs.

And then we launched Apple’s partnership with MLS.

All in all, we published around 550 posts per year across all of our feeds.

So obviously, there’s an awful lot I didn’t show here. But this approach was all encompassing, and it’s what led to our exponential growth.

So in the end, how did we actually pull it off?

1. Our team operated like a well-oiled machine.

2. By spending $0 on boost, we actually gained reliable, authentic data informing us what people actually care about.

3. Both parts 1 and 2 helped us create content at scale for a receptive audience, so we could feed the algorithms on a consistent, daily basis.