Incognito Promo

Platform: Instagram | Brand: BuzzFeed Studios

BuzzFeed Studios and Peacock wanted to promote its 6-episode documentary (Once Upon a Time in Londongrad) by publishing promo stills and a clip on BuzzFeed’s Instagram.

🏹 Action

Instead of posting the video as a reel, or the images as they were, I decided to post them as a carousel that mimicked a typical article that BuzzFeed would post on IG. I used Photoshop to make the first image seem like a headline, and I added what looked like pull-quotes on the second image. While the caption clearly disclosed the post was promoting a show, the visuals grabbed people’s attention, thinking it was .

🎯 Impact

The post earned 19K likes — the highest-performing asset across all platforms promoting the documentary. The comments reflected genuine surprise and curiosity, with some users mistaking it for a current news event rather than a documentary.

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“ONE OF US! ONE OF US!”

Platform: Twitter/X | Brand: BuzzFeed Celeb

After publishing a Stray Kids video on BuzzFeed Celeb’s YouTube channel, I stayed plugged into the fandom by engaging with their tweets and keeping the door open for future requests (without promising anything). 

🏹 Action

When someone asked for the leader, Bang Chan, to read thirst tweets, I replied with an in-joke that fans instantly recognized. It made BuzzFeed Celeb sound like it was run by a fellow STAY (that’s a Stray Kids fan, for the unfamiliar)

🎯 Impact

The tweet spawned memes and reaction TikToks that drove 1.9k profile visits. More importantly, it built goodwill with the fandom.

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Thumbnail Queen 👑

Platform: YouTube | Brand: BuzzFeed Multiplayer

The video “Drunk Vs. High Dodgeball” was underperforming compared to previous releases from the same series. It had 7M impressions, 5.8% CTR, and 630k views in the first three days.

🏹 Action

I used Adobe Photoshop to create a new thumbnail that was more dynamic

🎯 Impact

The new thumbnail boosted the CTR to 11%, and the video earned an additional 930k views in the next three days.