From overlooked to followed — a social content strategy for Zilla.

RESULT: 40% follower growth over a 3-month pilot program

INSIGHT

Make reptile content worth following — not just worth searching. Most pet care content defaults to dry product specs or one-off posts. Zilla had an opportunity to be the brand that actually understood its audience: enthusiasts who wanted to learn, not just shop.

CONCEPT

A structured social content system built around repeatable formats — balancing education and entertainment to give the audience a reason to come back. The approach was built for consistency: a recognizable tone, a predictable cadence, and a visual language that made Zilla instantly identifiable in-feed.

EXECUTION

Conducted ongoing trend research and developed recurring formats — educational posts, fun facts, relatable humour, product spotlights, and geo-targeted content. Built the content calendar in collaboration with the strategy team and wrote copy across all posts — keeping the tone accessible and engaging. Directed a designer on visual consistency to ensure every post felt like part of the same world. Published two posts per week over the three-month piloit.

MY ROLE

Spearheaded the entire program from the ground up. Built and led the social team, personally developed the full bank of content ideas, and collaborated with the strategy team to create the posting calendar. Wrote all copy across every post and worked directly with a designer to shape the visual direction — ensuring every asset felt cohesive and on-brand throughout the three-month pilot

IMPACT

A 40% increase in followers over the three-month pilot — proving that a structured, audience-first content approach works even in a niche category. The pilot established a repeatable system that could scale beyond the initial program.

Content bank developed across a 3-month pilot — 2 posts per week across education, entertainment, and product formats.

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