Conent
Creation
UBC Sparrow
Sparrow is a student-led nonprofit at the University of British Columbia that hosts thrift events to reduce clothing waste and donate sales to community nonprofits.
THE TASK
Develop and lead an Instagram-first content strategy to increase brand awareness, drive event turnout, and establish UBC Sparrow as the face of student-led sustainability on campus.
THE EXECUTION
Platform Strategy
Developed and executed a platform-first Instagram strategy focused on awareness, event attendance, and community alignment.
Paid-Organic Integration
Tested boosted posts for event reminders and new drop teasers, using geo-targeting to reach students on campus.
Real-Time Event Coverage
Captured and posted live Stories during Sparrow’s pop-up events — including countdowns, thrift hauls, and interviews with shoppers — to drive footfall and build FOMO.
+30% follower growth in under 3 months
+20% avg engagement rate across campaigns
Record thrift event (+300) attendance
Content Pillars & Storytelling
Produced and edited 25+ Reels and Stories across three campaign pillars — Thrift Drops, Event BTS, and DIY Sustainability — using Canva, CapCut, and native IG tools.
Pop-up post
Live event coverage post
KEY TAKEAWAY
This role strengthened my ability to build grassroots digital campaigns with limited resources, from content planning to execution to on-the-ground promotion, and showed how consistency + community = conversion.
Extended BTS Reel