Wempower UK-Social Media & Content Campaigns Case Study

Role: Social Media Intern → Social Media Editor

Platforms: Instagram & LinkedIn. | Duration: 2024 – Present

Focus: Content Strategy | Audience Engagement | Campaign Execution

📌 Objective

When I joined Wempower UK, the brand’s social media presence was inconsistent, with sporadic posting and no clear narrative or performance tracking. The objective was to build an ongoing digital content strategy to increase engagement, audience growth, and community interaction across Instagram and LinkedIn.

🎯 Challenge

  • Minimal posting frequency

  • No defined content themes

  • Little audience understanding through analytics

  • Low visibility and engagement on key social platforms

Strategy

To increase engagement and establish a clear digital presence,

  1. Identified target audience segments (e.g., women aged 18–35 interested in empowerment topics)

  2. Developed content pillars to guide all posts (leadership, resilience, community voices)

  3. Created a structured posting cadence focusing on quality over quantity

  4. Integrated newsletter reminders to extend engagement beyond social

  5. Used simple performance tracking (engagement rate, reach, saves) to refine content direction

Execution

  • Built a monthly content calendar with defined themes

  • Published 3+ posts per week consistently on Instagram and LinkedIn

  • Designed campaign series featuring real stories and voices

  • Coordinated with design and content teams for visuals and copy

  • Introduced weekly newsletter reminders linking back to social content

Tools Used: Canva, Instagram Insights, LinkedIn Analytics, Google Sheets

Results & Impact

  • 20% engagement increase within six months

  • Consistent posting schedule established (50+ posts/month)

  • Improved community interaction and story visibility

  • Strengthened brand voice around empowerment and leadership

This work contributed to a more cohesive social strategy and laid the foundation for data-informed content decisions moving forward.

💡 Skills Demonstrated

  • Content strategy planning

  • Digital campaign execution

  • Audience research & insight interpretation

  • Cross-platform social media coordination

  • Collaboration with creative teams

Ilaria Biancacci

Journalist, editor, digital content creator, podcaster, founder @wempoweruk

"Roshni has been a vital part of Wempower’s social media team, bringing creativity, passion for gender equity, and a strong strategic mindset. She excels in remote collaboration, adapts seamlessly across time zones, and is always eager to learn. Her enthusiasm for content creation, analytics, and SEO has been key in growing our digital presence."