Content Strategy
Orangewood is a new generation guitar brand started in 2018 with a vision to build timeless guitars with a modern twist. As the newest kid on the guitar block, Orangewood’s content strategy revolves around staying hip to the short-form metagame while creating thoughtful, on-brand, and product-focused videos.
As the Content Strategist, I lead the strategic planning, filming, scripting, and editing for the brand’s digital content. I am also the in-house on-screen talent and VO Artist.
Since implementing content strategy across all platforms, this brand has seen:
450% growth in followers
150% growth in reach
100% growth in content engagement
100% growth in click-through rate
Partnerships
As a new-generation guitar brand, working with musicians and influencers is key to expanding our brand reach within our core audience demographic. As Partnerships Manager, I work closely with our artists and influencers.
View our full artist roster here.
48,000,000+ views generated (in 2023),
150,000,000+ views generated (since 2021)
Production
When new instruments are released, the launch assets are accompanied by demo videos performed by professional guitarists & bassists.
For demo videos, I function as the Artist Relations Manager and the Assistant Producer.
We also launched a long-form series called “Tone Testers,” in which we conducted head-to-head sound comparisons between key guitar features, like wood tops and body shapes.
For Tone Testers, I doubled as the screenwriter and on-screen talent.
These videos are featured on the Orangewood YouTube channel and on the Orangewood website.