The Archive / Épreuve/Vässla

A social direction and post format for a Swedish micromobility brand. The brief was to make the brand feel relatable year-round and get people talking. I looked at the existing account, noticed it skewed toward one type of person, and made the case for broader representation as a content direction, not just a visual choice.

VÄSSLA

CONTENT STRATEGY

DELIVERABLES

Goals · Persona · Message Direction · Example Posts · Success Criteria

1.GOALS : OBJECTIVE.jpg
2.SOCIAL PERSONA.jpg
3.MESSAGE DIRECTION.jpg
4.Campaign Example.png

  1. Who is Billdu: Context, audience, and what social needed to do

  2. Where Billdu can win: Positioning and opportunity in the category

  3. Foundational insight: The idea guiding tone, format, and execution

  4. Content audit: Gaps and patterns in existing content

  5. Platform priorities: Where to focus and why

  6. TikTok plan: Repeatable series and creator-native structure

  7. Competitor snapshot: One clear reference point for differentiation

WHAT’S IN HERE

DEFINING SUCCESS

  1. Goals and objectives: What social media needs to do for the brand

  2. Social persona: Who the audience is and what they want

  3. Message direction: The case for broader representation and more real stories

  4. Campaign example: Seasonal prompt format using Swedish daily life as the hook

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