Fashion
Lifestyle
Overview
I led the social media strategy and content development for the fashion brand Shan Chen, focusing on building a cohesive visual identity while strengthening audience engagement across digital platforms.The goal was to communicate the brand’s aesthetic, product narrative, and founder story through consistent and visually compelling content.
Role: Social Media Manager
Scope:
Content Strategy
influencer marketing Creative Planning
Full-Funnel Marketing
Campaign
Creative Direction
Photography
2023
Strategy
Developed a comprehensive social media content strategy that highlighted three key pillars:- Product storytelling: showcasing collections and design details
- Brand narrative: featuring the team and founder journey
- Editorial content: fashion imagery aligned with industry trends
Content concepts were pre-planned for photoshoots and campaigns in collaboration with the creative team to ensure cohesive storytelling across platforms.
Execution
- Produced and scheduled consistent social media content across platforms including Instagram
- Managed collaborations with international models and influencer
- Developed new content formats that balanced trend-driven posts with long-term brand storytelling
- Actively engaged with the online community to strengthen audience relationships
- Repurposed and optimised existing content to maximise reach and platform performance
- Influencer Marketing
Results
- 176.6% growth in Instagram followers within the first 6 months
- Featured in VOGUETaiwan, GQ and Marie Claire, strengthening brand positioning and visibility
- Increased audience interaction and engagement across posts
- Established a consistent visual identity and stronger brand presence online