During my 2+ years at Crux Fermentation Project in Bend, Oregon, I served as a Social Media Expert and Digital Marketer, developing and executing strategies to boost visibility, engagement, and follower growth. By creating compelling visuals, eye-catching graphics, and strong CTAs, I effectively showcased the brewery’s unique offerings and outdoor-focused brand. I also fostered community engagement through regular interaction and event promotions, driving both local and regional attention. This approach led to significant growth in followers, increased shares and comments, and heightened brand visibility, ultimately strengthening Crux’s online presence and connection with its audience.
An Example:
I was tasked with crafting a post that outlined our lawn rules—a static and mundane topic that typically garners minimal engagement. The goal was to make the post not only informative but also on-brand, fun, and shareable.
The Approach:
To transform these dry rules into compelling content, I leaned into the brewery’s youthful, slightly irreverent tone. I infused humor, trendy slang, and playful phrasing to create a post that felt more like a friendly nudge than a list of dos and don’ts. Every word was tailored to match the brewery’s brand identity while keeping the message clear and digestible.
The Outcome:
The result? The post went viral. Here’s how it performed:
• Likes: Over 2,500
• Comments: 246
• Shares: 444
The post resonated so well with our audience that it sparked conversations and debates in the comments, with many people tagging friends and sharing the post across their own networks. It demonstrated the power of clever, branded copy to breathe life into even the driest of topics.
Key Takeaway:
This project showcased my ability to turn a challenging brief into engaging, high-performing content. It also reinforced the importance of aligning tone, creativity, and audience expectations to create copy that connects and converts.