Built organic social strategy from scratch for a B2B data quality tech company, contributing to winning a $1M+ ad spend client for Bastion. End-to-end execution across strategy, content, video, design, and client communications.
Melissa Data offers data quality and identity verification services across a wide range of industries. The challenge was that their product was technical, their services were broad, and nobody had quite figured out how to make them interesting on social media. I was handed a few guidelines the day before a pitch and told to come up with a strategy.
Walking into that meeting, I grabbed MnMs, got the room talking, and had them brainstorming social post ideas before the deck even started. By the time the pitch was over, I had their buy-in. I was credited as a key reason they chose to work with Bastion, and became the primary point of contact for the account throughout the engagement.
Goals
Build organic social strategy from scratch for a technically complex brand
Make Melissa's services accessible and interesting to a broader audience
Develop short-form video content showcasing their app interactively
Highlight the people behind the brand through culture content
Support production needs and manage client communications
The pitch happened fast. I was given minimal guidelines the day before and built the strategy overnight. But the real moment wasn't in the deck. It was in the room. Before the presentation started, I had the Melissa Data team brainstorming fun social post ideas with me. By the time we got to the slides, they were already invested.
Melissa Data was a new vertical for Bastion, representing a larger international market and a $1M+ ad spend budget. I was specifically credited for their decision to sign with the agency, and took on primary client communication from the start of the engagement.
Developed a branded look with bolder color choices to give Melissa a more distinctive and energetic presence on social, setting them apart from the typical B2B aesthetic.
Created short-form video content focused on interactive app demonstrations, making Melissa's product tangible and showing audiences exactly how it worked in a way that felt approachable rather than technical.
Built a content pillar around the people who work at Melissa, giving the brand a human face and making a complex B2B product feel more relatable and trustworthy.
Managed both social publishing and CRM workflows through HubSpot, keeping content and communications organized across a fast-moving engagement.
Guided the client through production needs, advised on copy strategy for paid media, and helped them think through content development as the account scaled.
Add content example
Add content example
Add video still or graphic
With services that were broad and technical, the content strategy needed to simplify without dumbing down. Each pillar addressed a different audience need.
App Education
Short-form video content showing Melissa's app in action, making the product tangible and demonstrating real-world use cases in an engaging format.
People and Culture
Content spotlighting the team behind Melissa, humanizing a technical brand and building trust with a B2B audience that values the people they work with.
Industry Education
Accessible content explaining what data quality means and why it matters, positioning Melissa as a knowledgeable and trustworthy resource in their space.
App demo post
Culture or people post
Education or graphic post
The organic content performed well throughout the engagement, with the content strategy serving as the foundation for Melissa Data's digital presence.
Agency Win
Contributed to winning a $1M+ ad spend client in a new vertical for Bastion, and served as the primary client contact throughout the engagement.
Content Performance
Organic content performed strongly across platforms, with short-form video and app demos driving engagement with a technically complex product.
Lasting Strategy
The content strategy built for this engagement served as the foundation for Melissa Data's digital presence.