Developing An Organic Broadcast Pipeline

Built an exclusive, high-engagement IG Broadcast space from the ground up, growing to 1.5K+ members in 2 months and fostering deeper brand connection.

Duration
2.5 Months

Tools
Sprout Social // Notion // Adobe Suite // Canva // Airtable

Role
Digital Product Lead

Year
2025

Client
SONY / AWAL

The Challenge

⚙️ "We wanted more than engagement. We want a community."

The brand had followers, but no true community.

They needed a way to connect with their audience on a deeper, more personal level. My goal was to create a centralized space for the audience to interact directly with the brand’s voice and feel like insiders.

My Role

Digital Product Lead

As the Digital Product Lead for this project, I owned this segment from beginning to end.

Main Tasks:

Defined strategy and content pillars

Led creative and technical implementation

Managed campaigns and channel performance

Maintained editorial calendar and brand voice

The Objectives

Create a personalized, authentic communication space for a curated community.

📌 Foster emotional connection to the brand

📌 Encourage interactive, exclusive content and engagement

📌 Build a loyal “super community” ready to convert to sales

The Process

  • Identified user needs and preferences

  • Mapped digital spaces used by peer brands

  • Created editorial calendar with engagement triggers

  • Adapted content and timing based on real-time data

  • Used polls, trivia, giveaways to reward interaction

The Results

Key Metrics:

📈 1,500+ members in under 2 months

📈 15x client expectation (original goal: 100)

📈 85%+ average open/read rate on new updates

📈 Multiple conversions to paid product from channel members

“We were shocked in the best way. This became one of our most engaged spaces, fast.”

The Key Takeaways

💡 Consistency: Daily, relevant touchpoints build loyalty

💡 Adaptability: Responding to trends made the content feel fresh and alive

💡 Authenticity: A real voice creates real connection and real revenue