Social Media Index — Dylan Smith

GOING VIRAL ON TIKTOK

Challenge: Develop Rocketbook’s TikTok marketing strategy.

Solution: I created a 10-part TikTok video series humorously showcasing ridiculous ways to erase Rocketbook’s reusable notebooks.

Result: The series, coupled with viral content, garnered 1.4 million views in two weeks and doubled our account’s followers from 10K to 20K in 60 days—far exceeding our engagement expectations.

@rocketbook #Rocketbook #Wee #ecotok #sustainability #sustainabilitytiktok #sustainabilitycheck #whipeitdown ♬ Follow weeememes - Memes

@rocketbook Secret Ways to Erase Your Notebook, Pt 7. #Rocketbook #StudentHacks #EcoHacks #NeedToKnow ♬ original sound - Rocketbook

✴ My most viral TikTok videos earned 1M+ views and 300K+ likes and featured our co-founders reacting to clips of their Shark Tank episode. Unfortunately, once Rocketbook was purchased by BIC, the fear of a copyright strike forced us to make the videos private (despite having been up for over a year without any issues…not that I’m bitter). So that’s why those TikToks can’t be linked here.

PODCAST PRODUCTION

Challenge: Launch a podcast tailored to Rocketbook customers.

Solution: I outlined seven episodes of “The Betterment Experiment”, a podcast focused on maximizing productivity by turning our co-founders into extreme life hack guinea pigs.

Result: The inaugural season was successful, as I had transformed the vague idea of a “Rocketbook podcast” into a fully produced show featuring interactive post-show polls where listeners voted on the next episode’s topic.

✴ The idea of a podcast was thrown out to me by our co-founders to see if I could pull it off. In just 3 months, I developed the concept for the show and fully produced 7 bi-weekly episodes. Calling on my years of experience editing podcasts at HeadGum, I oversaw the show’s writing, recording, editing, and promotion. Although we ultimately decided not to continue with the show, I’m proud that we added “podcast” to our list of content capabilities.

HOLIDAY GIVEAWAY

Challenge: Boost holiday season traffic to our e-commerce site by increasing social followers.

Solution: I devised an 8 day giveaway that required customers to follow us on Facebook and Instagram (our primary social channels). Followers then had to solve a challenge on our Instagram/Facebook stories for a chance to win that day’s prize. We promoted the giveaway in our app to convert customers into followers.

Result: The giveaway successfully drove 6,000 new followers across all platforms—doubling our monthly average—and contributed to a noticeable surge in site traffic during the holiday sales period.

Screen recording of the many responses we received to a single day’s challenge.

IN-APP CONTENT

Challenge: Boost engagement in the Rocketbook app (with over 1 million app users).

Solution: I scheduled and published 3 content pieces a week to the Rocketbook app.

Result: We noticed an immediate and significant increase in daily active users (DAUs). Additionally, this in-app content center became a key channel to communicate sales and product launches, strengthening our connection with existing customers.

✴ I had to manually update the app’s JavaScript code every week to feature new content. Despite my limited experience in JavaScript, I worked hard with our engineering team to learn how to code this part of the app. To maintain a consistent customer experience, I published blogs and videos (pulling from our existing content library) that synched up with that week’s email or social media posts.

TAP2TAG

Challenge: Revamp the online image of Tap2Tag, a med-tech brand focused on keeping people and pets safe in emergencies.

Solution: I developed a brand strategy, created visual content, and wrote copy with complete creative control.

Result: In my first 50 days I increased their followers on Facebook by 306% and on Instagram by 254%.

✴ This brand’s mission was to help the world, one person at a time. I wanted this to come across on social media, so I reached out to customers who had left positive reviews to share their stories of how Tap2Tag helped them. Additionally, to position Tap2Tag as a thought leader, I began reposting informative articles related to our customers’ interests.

FUL BAGS

Challenge: Rebrand Fūl, a luxury luggage company’s social feeds.

Solution: I curated lifestyle and product photos from Fūl’s library and chose fonts that felt youthful and adventurous.

Result: In my first 50 days managing their social media, interactions on Facebook posts doubled and Instagram likes shot up by %185.

✴ Ful wanted to reach a younger, more active audience. To accomplish that goal, I drew inspiration from similar lifestyle brands in my deliberate choices of photos, font, and design.