CONTENT STRATEGY
STRATEGIC STORYTELLING
These case studies highlight how effective content strategies were crafted to develop branded platforms across industries including healthcare, automotive, entertainment and consumer packaged goods (CPG).
Content for each brand was uniquely shaped by audience behavior, and structured to drive sustained performance, with each platform built to support visibility, strengthen brand positioning and contribute to business growth.
The primary goal was to establish content strategy as a core driver of connection and brand value.
KEY OBJECTIVES
Each platform combined key narratives, strategy and discoverability to support brand growth and evolution.
STRATEGY
CASE STUDIES
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VUSE VAPOR
BRAND STORYTELLING
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First introduced in the U.S. in 2013, Vuse Vapor has grown into the world’s leading vapor brand, with a global reach of 11.9 million consumers as of 2024.
In an effort to deepen engagement and introduce personalization as a platform theme, Vuse launched the Vuse x U program across key U.S. markets.
As Senior Consumer Marketing Manager of Brand Content & Storytelling, I partnered with cross-functional teams to spearhead the launch of the Vuse x U content hub on Vuse.com, a digital destination built to activate brand content to reinforce the program’s values through engagement and authentic storytelling.
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Industry regulations required age-gating, restricted search visibility and limited conventional targeting, making it difficult to reach key audience segments.
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Vuse x U was developed as a nationwide customization platform, supported by campaigns like "Make It Yours," to help adult nicotine consumers (ANCs) personalize their vaping experience. Customization options included nationally available wraps tied to key passion points — music, food, fashion, and art — along with city-specific artist wraps sold in select markets. Engraving was also offered as an in-person feature for ANCs at Vuse brand activations.
The digital component of the platform at Vuse.com/VusexU, featured interactive storytelling, artist videos and the brand’s first “Make It Your Own” ineractive quiz. The quiz served as an entry point for new and existing ANCS, and complemented the platform’s focus on lifestyle engagement.Artist-designed, city-inspired wraps sold at retail included QR codes and vanity URLs linking directly to the corresponding artist story on the hub.
QR codes were also strategically deployed at Live Nation concert activations in key cities, directing attendees to the broader Vuse x U platform. These activations aligned with the “music” passion point and reinforced the brand’s emphasis on self-expression.
To maximize the value of brand content, campaign assets were repurposed across social media, paid media, email, gas station TV and retail displays to extend reach while navigating search limitations through owned and partner-led distribution. -
Vuse launched its first hyperlocal, lifestyle-driven content platform, resulting in increased engagement and targeted traffic to the gated hub.
The “Make It Your Own” quiz successfully generated qualified leads, creating opportunities for upsell and cross-sell strategies along the consumer journey.Brand content from artist-led brand stories were also repurposed across digital, social and retail environments to amplify reach and reinforce cultural connection.
Further, the hyperlocal strategy leveraging artists and region-specific assets strengthened brand awareness with ANCs in key markets across the U.S. including Miami, Los Angeles and New York, while amplifying the Vuse x U experience through both content and in-market customization.
HIGHLIGHTS
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![Customization Quiz Vuse x U]()
Personalization Quiz
Interactive quiz for new and existing adult nicotine consumers, designed to generate leads, support upsell and cross-selling opportunities.
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![Vuse x U Artist Collective]()
No Dead Ends
Extended the consumer journey by transforming the city-wraps landing page into an interactive, conversion-optimized touchpoint. Page integrated repurposed content, artist bios by city and geo-targeted CTAs for hyperlocal amplification.
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Interactive Landing Pages
Curated digital destination for all customization content, including demo videos, quizzes and brand stories wih no dead ends
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![Vuse x U Social Media Artists]()
Omnichannel Amplifcation
Artist-led storytelling was repurposed across digital, social and retail touchpoints to amplify reach and reinforce cultural connection in strategic markets across the United States.
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Shoppable Storytelling
Interactive video showcasing brand utility with Vuse x U wraps, accessories, and engraving activated via QR code, adapted per channel, and embedded within the brand content hub. Page educated ANCs on the lifestyle-driven benefits of featured products with humanized narratives linked to relevant pages for conversion.
HERCULES TIRES
CONTENT ECOSYSTEM
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Hercules Tires is a legacy tire brand with a loyal consumer base and over 70 years of history. Starting in 2020, the brand aimed to modernize its digital presence and deepen brand trust by creating valuable content that served both B2C and B2B audiences.
As Digital Communications Manager for North America, I led the launch of The Tread, a branded blog developed to ultimately strengthen brand visibility across SEO and AI-powered search.
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Though Hercules Tires had strong industry credibility and deep dealer relationships, the brand lacked an editorial strategy to drive organic traffic or expand storytelling beyond product information.
The brand website didn’t have a centralized hub for educational content, interactive experiences or social proof, which limited its ability to build brand equity or support consumers during consideration and conversion.Without a scalable content framework or consistent search optimization, Hercules Tires struggled to extend the value of the content on HerculesTires.com over time and maintain relevance with target audience segments across digital and social channels.
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The content strategy focused on three core goals: boosting discoverability through organic search, humanizing the brand through storytelling and developing scalable assets to serve both consumer and dealer touchpoints.
Editorial planning was first aligned with seasonal, regional, and product-based priorities, then layered with high-volume search queries, SEO keywords, audience insights, and brand themes. This ensured each article could achieve broader brand goals while delivering value across both B2C and B2B channels.
Execution began with the launch of The Tread, an SEO-driven blog featuring content designed to educate, inspire and convert to effectively guide audiences through the decision-making journey.
Examples of content include:
The Benefits of Joining a Tire Dealer Loyalty ProgramAre Studdable Tires a Smart Choice for Winter Driving?
Stories of Strength: Meet Myles Kovacs, President and Co-Founder of TIS Wheels
The Ultimate Light Truck Tire Buying Guide
Content was published regularly to meet both brand-building and performance goals, with evergreen and annually recurring formats optimized for reuse across paid media, consumer email, dealer communications, newsletters, social and product launches.
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The Tread delivered measurable impact across search, engagement and integrated marketing channels.
Within the first 90 days, organic traffic to blog articles increased by 73%. Featured stories saw 2.5 times higher time on page compared to the site average.
The blog quickly became a scalable asset across paid media, email marketing, digital PR and campaign support. Its consistent editorial tone elevated brand equity with dealers by providing valuable, reshareable content that highlighted community relevance and real-world utility.
Within 12 months of launch, year-over-year site traffic doubled. This growth established a sustainable foundation for long-term storytelling and strategic content reuse.
Notably, the success of The Tread led to the launch of Hercules Strong, a dedicated brand content hub on HerculesTires.com designed to connect consumers, dealers and brand enthusiasts through interactive experiences and storytelling.
The platform featured an up-to-date events calendar, promoted across owned channels, to spotlight upcoming activations and in-person opportunities. Select content from The Tread was linked on Hercules Strong too reinforce community engagement and bring the brand’s “Strong” identity to life through inspiring, humanized storytelling.It also supported broader marketing initiatives through loyalty programs, brand ambassador integration, strategic partnerships and UGC feeds that highlight fans and followers.
To extend the connected ecosystem, a co-branded landing page was launched to spotlight the Hercules and TIS Wheels tire series. Designed to drive conversion, the page featured product education linked to tire detail pages, UGC galleries showcasing social content from brand fans, curated blog feeds from The Tread and a direct link to the brand ambassador application housed on the Hercules Strong hub — supporting a seamless, multi-platform content strategy.
HIGHLIGHTS
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![The Tread Hercules Tires blog]()
Stronger Visibility
The Tread, a blog by Hercules Tires, developed to humanize the Hercules Tires brand while strengthening cross-channel visibility across SEO and AI-powered search.
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![Hercules Strong brand content hub]()
Stronger Connections
Hercules Strong, a dedicated brand content hub on HerculesTires.com designed to connect consumers, dealers and brand enthusiasts through interactive experiences and personalized storytelling.
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![TIS Wheels Hercules Tires series offroad tires]()
Stronger Ecosystem
Dedicated landing page created to amplify the Hercules x TIS Wheels tire series, featuring product education, UGC integration, curated blog feeds from The Tread and direct access to ambassador sign-up on the Hercules Strong hub, all supporting a seamless multi-platform content strategy.
DELTA DENTAL
NATIVE CONTENT HUB
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Delta Dental of North Carolina is the state’s leading dental insurance provider, committed to improving oral health and expanding access to affordable, preventive care.
During an annual Open Enrollment period, the brand needed a digital-first strategy to inform, educate and drive action across the state in partnership with a well-known, established North Carolina media affiliate.
In my role as Digital Marketing Producer at ABC11, I had the opportunity to create demand, and impact, for the dental insurance carrier with a native campaign.
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Traditional on-air placements were exorbitant during the enrollment window due to saturated inventory from political and federal advertisers during the 2015 election season.
With limited access to affordable broadcast inventory, Delta Dental of North Carolina needed an alternative channel to reach key audiences and drive enrollment.
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I led the development and execution of the Delta Dental Smile Center, an educational, native content hub with nine articles at ABC11.com/DeltaDentalSmile, creating a custom platform designed to humanize dental insurance, localize messaging and convert interest into action.
Lifestyle-driven content was written to resonate with dental insurance intenders and FAQs across key digital channels to increase benefit understanding, while including direct CTAs to drive enrollment traffic.
Examples included:
What's the Best Way to Protect My Child from Tooth Decay?: Discover how to improve oral health for children at any age.What to Do in the Event of a Tooth Emergency : If you're unable to get to the doctor immediately after trauma, quick action is crucial to saving the life of an injured tooth.
How to Reduce Your Risks for Oral Cancer: Discover how to reduce the risk of getting this disease by making better lifestyle choices.
Content was supported by SEO optimization, native ad distribution, programmatic advertising and social media amplification (paid and organic).
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Hosted by ABC11-WTVD, a trusted media partner, the Delta Dental Smile hub delivered timely, editorial-style stories aligned with open enrollment season timelines.
The native content hub outperformed standard display advertising by generating higher click-through and referral conversions to the Delta Dental North Carolina enrollment site. Sponsored articles maintained editorial tone while advancing the brand’s mission of statewide oral health education — and still live on ABC11.com today.
Ultimately, the campaign positioned Delta Dental of North Carolina as a trusted authority in oral health and preventive care insurance, while driving awareness, interest and consideration that converted to action from qualified leads.
The campaign successfully bridged the gap between passive awareness and active enrollment to deliver informative, relevant and engaging content during a competitive media period, generating over $60K in ad revenue for Disney-Owned ABC Television Group in a single quarter.
HIGHLIGHTS
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![delta dental infographics]()
Optimized Assets
Infographics and other printable assets enhanced digital strategy by simplifying complex data, increasing shareability across channels and engaging audiences with visually compelling, easy-to-digest content.
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![Delta Dental ABC11 Smile Center]()
Increased Engagement
The Delta Dental Smile Center was a native content hub with nine articles on ABC11.com, creating a custom platform to humanize dental insurance with lifestyle-driven content to convert interest into action.
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Hyper-Targeted Content
Campaign successfully bridged gap between passive awareness and active enrollment, converting key audience segments with informative, relevant educational content.
IRONMAN TIRES
SEO BLOG
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Ironman Tires is a trusted, value-driven brand known for providing affordable tire solutions without compromising on quality.
As a consumer brand with open market products, Ironman Tires had an established retail presence through major retailers like Pep Boys and Walmart, but minimal organic online visibility or owned content designed to build consumer confidence. -
Ironman Tires had low domain authority lacked consistent editorial content strategy to guide optimization for search or brand storytelling.
IronmanTires.com was outdated, not consumer-friendly, with existing pages lacking the structure needed to serve as evergreen resources.
Without a scalable publishing workflow or process to repurpose content across channels, the brand was at risk of missing key conversion and awareness opportunities.
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As Digital Communications Manager for North America, I spearheaded the launch of Tread Talks, Ironman Tires’ first SEO‑driven content platform designed to strengthen brand trust, improve long‑tail search visibility and position the brand as a credible resource for both consumers and dealers. Each article reinforced Ironman’s focus on reliable and affordable tire solutions.
The strategy centered on building organic traffic and brand equity through evergreen, helpful content that reflected Ironman’s values of trust and simplicity. Technical accuracy was balanced with readability to ensure content was useful to everyday drivers while still credible to B2B audiences.
Topics were selected through keyword research to target moderate‑competition queries with meaningful demand. Each article aligned with brand tone and served both B2C and B2B needs, mapped to user intent and planned around seasonal campaigns, rebate periods and product launches.
The SEO framework focused on three core themes: maintenance, tire types and buyer education. The launch strategy prioritized discoverability across SEO and AI‑powered search, with content repurposed for dealer kits, social media and email to maximize cross‑channel value.
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Tread Talks strengthened Ironman’s position in organic search and supported content scalability across campaigns.
Site traffic from organic sources increased significantly, with improved keyword rankings across tire maintenance and buyer education categories.
Blog entries consistently outperformed site averages in engagement and time on page. Tire dealers also leveraged content in campaigns and social media promotions, expanding reach and utility.Most importantly, Tread Talks served as a long-term content engine that helped build credibility with new customers while providing value to existing dealer relationships. The blog reinforced brand trust by delivering information in a tone that reflected Ironman’s commitment to the everyday driver.
HIGHLIGHTS
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![Ironman Tires Dealer Support]()
A Trusted Source
Tread Talks was built as a long-term content engine designed to grow brand credibility and build audience trust. Articles were crafted to be helpful to everyday drivers while reinforcing Ironman’s commitment to reliability, affordability and simplicity. The platform supported both new customer education and ongoing dealer relationships.
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![Ironman Tires B2B Content]()
Sales Enablement
SEO content was developed to support dealer enablement by providing accurate, evergreen education that could be used during the sales process. Topics were mapped to real customer questions, helping dealers explain product fit, tire types and performance benefits with confidence and clarity.
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![Tread TalksIronman Tires blog]()
Maximized Value
Each article was created with repurposing in mind, allowing for seamless use across Ironman’s digital ecosystem. Content was reused in social media, email campaigns and tire dealer toolkits, extending reach and amplifying brand messaging across channels.
ABC11 INFLUENCER HUB
NET-NEW CONTENT INITIATIVE
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ABC11-WTVD is a Disney Entertainment Television owned television station serving the Raleigh‑Durham‑Fayetteville region of North Carolina.
In spite of an established media presence on linear television, the station needed a digital strategy to strengthen content reach, elevate community voices and host new revenue opportunities through storytelling.
To drive younger and more diverse audience engagement and boost social presence, ABC11 also needed new digital initiatives tailored to lifestyle‑driven content. -
Traditional broadcast storytelling lacked the cultural nuance and creator perspective needed to resonate with digital-first viewers. ABC11 also had no established infrastructure for working with influencers or publishing lifestyle content connected to community priorities.
There was a clear gap between editorial coverage and the lived experiences of viewers.
Advertisers also needed cost-effective options when linear television inventory was limited and/or during high-cost periods.
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As Digital Marketing Producer at ABC11, I led the development of the station’s first Community Influencer Hub, a branded content platform designed to humanize storytelling and grow digital impact.
I managed the influencer program from acquisition to onboarding more than 30 local creators to develop original content for ABC11.com, including stories, videos and interviews.
The hub launched as a dedicated section on ABC11.com and was supported across web, paid media, owned social and on-air channels. Ultimately, community influencer content was integrated into branded partnership opportunities to position the platform as a scalable model for community-aligned storytelling.
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The Community Influencer Hub made ABC11 the first station in the ABC/Disney Owned Television group to launch a creator-powered platform.
It increased reach, deepened audience trust and created new pathways for monetization through sponsored content and brand partnerships.
Creator stories gained organic traction across social platforms and often served as a launchpad for expanded newsroom coverage.
Additionally, the program became a scalable framework for integrating community-first storytelling into a legacy media brand.
HIGHLIGHTS
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![Jennifer Hambric Marketing ABC11]()
Extended Reach
Leveraging my experience as a full-time blogger and on-air host, I helped scale the program by transitioning from strategist to co-producer and host. I developed and launched an original content series featuring live interviews, Q&As and multi-platform distribution across social and ABC11.com. This evolution expanded program visibility and longevity.
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![ABC11 influencers]()
Meaningful Engagement
The ABC11 Influencer hub served as a scalable model for local-first, brand-aligned storytelling rooted in relevance and trust. What began as a community pilot grew into a full-scale branded content hub featuring more than 30 local contributors, integrated brand partnership opportunities and ongoing collaboration between the station, influencers and advertisers.
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![ABC11 COMMUNITY INFLUENCERS]()
Community Outreach
The ABC11 Influencer Program was built to elevate trusted local voices across North Carolina, fostering deeper connections between the station and its surrounding communities. Through a combination of storytelling and targeted paid media, the program amplified neighborhood perspectives while expanding reach to new audiences.
