Content Creation Framework

Leading the overhaul of Moneyfarm’s social media, I took charge of establishing a more consistent approach by introducing dedicated workflows and ensuring content was tailored for optimal performance.

Role

As the digital designer, I worked closely with the social media manager to develop a strategic framework which included creating content templates, analysing performance, and implementing strategies with the aim of driving organic growth and engagement.

Tools

Adobe After Effects 
Adobe Illustrator
Adobe Photoshop 
Adobe Express 
Cinema4D

Date

10/2022 – Ongoing

Identifying untapped potential

A Neglected Channel

When I joined Moneyfarm, social media was not a priority. Posts were sporadic, limited to repurposed blog articles and YouTube videos.

Uncharted Territory

There was no Instagram presence for the UK, and the Italian account was dormant. The content lacked platform-specific strategy, and performance analysis.

Seeing the Opportunity

Social media was an untapped channel for building brand recognition and engagement. Recognising this gap, I was determined to unlock its potential.

Building a strategic workflow

I took ownership by advocating for a dedicated social media manager to lead and manage the platforms daily. Together, we established a clear vision for the channels.

Weekly meetings served as a robust system for evaluating performance metrics and adapting our strategy. This ensured a steady output and alignment across platforms.

After receiving the social media manager’s briefs, we discussed its details and conducted research to shape the concept. Through our collaboration, I refined and finalised the artwork ready for publishing.

By producing templates for carousels and reels, I leveraged the design team to create more content and maintain steady levels of engagement and new followers.

Driving growth and reflecting on results

High-Impact Carousels

Seeing as they were our most engaging format, we focused on crafting carousels that told compelling stories, and these consistently achieved the highest engagement.

LinkedIn
Engagement rate: 53%
(+282% above average)

LinkedIn
Engagement rate: 48%
(+1,275% above average)

LinkedIn
Engagement rate: 50%
(+298% above average)

Revitalising Italy's Instagram Presence

Reactivating Italy’s dormant Instagram account in August 2023, we were set a 5% growth target by the business for the end of Q3 2023, but achieved a 31% increase—growing followers from 8,000 to 10.5k organically.

From Zero to 1K Followers

Simultaneously, I led the launch of Moneyfarm’s UK Instagram channel, building a 1,000-follower base from scratch without paid promotions.

Adapting to maintain engagement

When performance dipped, we adapted by experimenting with new formats and storytelling techniques, ensuring the content remained engaging and relevant.

Reflecting on this project, I am proud of how I identified gaps, took ownership, and built a system that delivered lasting results. This experience showcases my ability to lead with vision, collaborate effectively, and innovate under constraints. The results speak for themselves: a reenergised social media presence, substantial organic growth, and a sustainable process that continues to drive engagement and brand visibility.