Espresso House
From content planning to reporting and optimization, I created and coordinated social-first content tailored for Espresso House’s audience across multiple markets.
What i did
As the main content planner and coordinator, I managed monthly content planning in Monday.com, producing 3–4 TikTok posts and 4 Instagram posts per week across the Nordic markets and Germany.
My work included researching trends and creative references, writing post captions and visual copy, coordinating productions across cafés in Stockholm, and creating platform-specific content adapted for both TikTok and Instagram, organic and paid. I produced content through mobile filming, coordinated with creators and in-house teams, and edited both photo and video material to align with Espresso House’s visual identity and communication goals.
Alongside the creative work, I continuously tracked KPIs and performance data to evaluate content effectiveness and optimize future planning, concepts and production.
ABOUT
PORJECT TYPE
SOCIAL MEDIA & CONTENT COORDINATION
ROLE
CONTENT CREATOR & SOCIAL MEDIA COORDINATOR
Deliverables
SOCIAL MEDIA STRATEGY, STILLS AND VIDEOS & KPI REPORTS
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Impact / Outcome
Through consistent content planning, production and reporting, Espresso House maintained a strong and recognizable presence across both TikTok and Instagram throughout Q1.
The campaigns generated:
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37M+ impressions
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7.5M+ reach
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4.6M+ video plays
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11.46% Video Hook Rate in March
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47 produced UGC assets across multiple markets
Process
Each month, I planned and coordinated content tailored to each platform and market. TikTok content focused on engaging, trend-driven storytelling designed to increase reach and interaction, while Instagram content prioritized a visually cohesive and brand-aligned aesthetic.
I worked closely with the client, creators and internal teams on a daily basis to ensure all content aligned with campaign goals, seasonal activations and brand expectations across multiple markets. The process included content planning, production coordination, filming, editing, publishing and performance follow-up.
After each campaign period, I analyzed KPIs such as reach, engagement rate, follower growth, video views and reach rate to identify performance patterns and improve future content planning. Insights from the reporting were used to refine creative direction, optimize content formats and strengthen engagement over time.
The analysis also identified clear performance insights around what type of content resonated most with the audience. Content featuring people, real-life moments and clear product visibility consistently drove stronger engagement than more visually complex content.
My work contributed to a more data-driven and structured content process, helping optimize future campaigns, strengthen brand consistency and improve collaboration between production, creative teams and client stakeholders.
