On a daily basis, a brand team brings me a tweet about their product. I have between one to two hours to create content that is on-message while being personalized and interesting to the consumer.
The team handles social listening - you would be surprised how many people tweet about scalp and hair issues - and brings me potential content ideas. We have a quick brainstorm on how to edit an existing Head & Shoulders asset to appeal to that one particular audience member. We've had anime fanatics, lovers of fall weather, students cramming for midterms and professional news anchors, to name a few.
This real-time engagement is a key part of the brand's strategy on Twitter, where they have more than 51,000 followers. Below are some choice cuts from the many personalized responses I have created for H&S.
