SELECTED WORK
Strategy sounds good. But what does it change?
PROBLEM → INSIGHT → CHANGE → RESULT
CASE 01 · TATTOO SALON · LANDSHUT
Instagram from zero to 330K reach
A local tattoo salon had an active Instagram but no strategy — monthly reach of 6,000 and chaotic content. Audience analysis revealed an insight: clients don’t get tattoos for aesthetics but to preserve an important story or memory — for them a tattoo is emotion on skin.
I built a content strategy around four directions: niche aesthetics, storytelling through real client stories, an educational series of tattoo facts, and social proof (exhibitions, awards, reviews). We also launched Walk-in days — days without appointments that generated real foot traffic to the salon, with no advertising budget.
6,000 → 330,000
reach per month
×55
growth
5,000+
views on Reels
€0
ad budget
CASE 02 · PREMIUM BRAND · AUTOMOTIVE INDUSTRY
A full online marketing strategy
Format: capstone project from a certified Digital Marketing Manager course (AZAV) — not a client engagement, brand anonymised.
Analysis and research
Brand positioning and Brand Story · Target audience personas · Competitor analysis with benchmarks · SWOT analysis · Social media audit
Strategy
KPIs tied to business goals · Content strategy along the Awareness → Consideration → Conversion funnel · Tone of Voice · Channel strategy: Instagram, Facebook, LinkedIn, YouTube, TikTok
Execution and media
Content plan by channel · Email marketing with a welcome funnel · Influencer marketing (creator selection, briefs, campaign KPIs) · Paid social media · Media planning: budget, targeting, retargeting, lookalike audiences · Google Ads
Measurement
KPI system for every channel · Performance metrics and optimization points
CASE 03 · SEO AUDIT · PET-SUPPLIES SHOP
SEO & content audit for an online shop
Format: project work from the SEO Specialization by the University of California, Davis (Coursera, 2024), carried out on a real German shop for sustainable pet supplies — brand anonymised, not a client engagement.
Analysis
Buyer persona (women 25–45, major German cities, value sustainable products) · Organic-competitor comparison (Domain Authority, content, tone) · Technical check — missing robots.txt with a concrete recommendation
Content & keywords
Keyword mapping for 10 pages (home, categories, blog, FAQ, reviews) · Optimised title tags, meta descriptions, heading structure · Prioritised by impact
New pages
Product-finder quiz · Video guide · Downloadable guides · User-generated-content section
Measurement
KPI set for rankings, organic traffic, engagement and conversions · Google Search Console & Google Analytics
CASE 04 · PRODUCT LAUNCH · FOOD STARTUP
Digital launch strategy for a new product
Client: anonymous food startup launching a new healthy breakfast product on the German market (2025).
Brand & positioning
Brand vision and mission · Clear positioning: a fast, healthy way to start the day that fits a modern routine
Pre-launch
Goal: spark curiosity, build anticipation and win the first brand fans before the market launch
Email funnel
3-part sequence: welcome email → sneak peek of the taste test → launch announcement with an early-access discount
Content & budget
Reel concepts, interactive story polls and carousels built on Problem → Solution, bilingual (German/English) · Budget split between marketing and production (1 year vs. 5 years)
PERSONAL CASE · VIRAL REEL
2.9 million views without ads
On February 14, 2025, I posted an 11-second video shot on my phone in Munich: a pair of swans on a frozen river, the male breaking through the ice with his chest so his partner can swim behind him. One line of text: “The best thing to hold onto in life is each other.” Within a few weeks the video gathered almost 3 million views and spread through accounts with audiences of millions.
Why it worked — a psychological breakdown
01 A triggering opening
The first 3 seconds of unexpected animal behavior stop the scroll; retention of 72.1% is twice the platform average.
02 Emotional resonance through metaphor
Viewers projected their own relationships and feelings onto the swans.
03 Landing in the information field
Published a few weeks before Valentine’s Day, when the whole information space talks about love.
04 Text that amplifies rather than explains
One line turned the video into a personal message people wanted to forward.
05 Universality without words
Understandable in any language, so international accounts picked it up.
2,890,224
views
1,889,809
accounts reached
152,155
likes
5,542
saves
72.1%
retention after 3s
372
new followers
€0
ad budget
Lesson for business: viral content isn’t luck or budget, it’s the intersection of four things: strong emotion + an unexpected moment + the right timing + a minimum of excess. This is exactly the formula I apply when building content strategy for clients.
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