Content That Scales

Infographic Content Series

Objective

Build a scalable social content series that drives consistent engagement and audience retention, while positioning the brand as a trusted authority in accessible wine education.

My Role

Led the ideation and development of a scalable, repeatable infographic series for Instagram and Facebook, designed for ongoing engagement, audience growth, and cross-platform adaptability, later expanding organically to TikTok through audience and creator adoption. Owned concept direction and iterative optimization based on performance insights.

  • Director, Social Media (Creative Direction / Production): Elyse Estrella
    Graphic Designer: Eric DeFreitas

    Social Media Strategist: Marco Bruno
    Advertising Producer: Irvin Vidals

The Impact

The series generated millions of impressions and thousands of comments and shares, becoming the brand’s longest-running and highest-performing social format. It evolved into a community-driven content system that strengthened brand authority in wine education and drove measurable revenue growth. The format also achieved organic creator adoption on TikTok, extending its reach beyond owned channels.

Attracted major brand partnerships, including Pringles®

Video, Carousel, Interactive

Secured paid sponsorships from wine importers and leading wine brands

How It Evolved

Cultural Trends attracting major brand interaction

Earned viral TikTok creator adoption organically, leading to product collaboration

Various Formats

Performance Highlight

4.6M+ Impressions
4.4M+ Accounts Reached
97% Non-Followers Reached
78k+ Likes
147k+ Shares
50k+ Saves
1k+ Comments

TikTok → Search → Website traffic

Infographic Wine Pairing & Education Series

My Role

Ideated and led a scalable infographic series for Instagram, designed as a repeatable content format to drive ongoing engagement and audience growth.

The series generated millions of impressions and thousands of comments and shares, evolving over time based on audience behavior and performance insights to maximize shareability and participation.

What began as an educational content concept grew into a community-driven format, sparking consistent audience interaction and attracting major partners like Pringles®, as well as paid sponsorships from wine importers and leading wine brands.

The series played a key role in establishing the brand as a trusted, engaging resource for wine education while building a highly active social audience.

BRAND: Wine Enthusiast
PLATFORM: Instagram

View Results
View Results

Ideated and led a scalable infographic series for Instagram and Facebook, designed as a repeatable content format to drive ongoing engagement and audience growth.

The series generated millions of impressions and thousands of comments and shares, evolving over time based on audience behavior and performance insights to maximize shareability and participation.

What began as an educational content concept grew into a community-driven format, becoming the brand’s longest-running and highest-performing social series, sparking consistent audience interaction and attracting major partners like Pringles®, as well as paid sponsorships from wine importers and leading wine brands.

The series played a key role in estabxlishing the brand as a trusted, engaging resource for wine education while building a highly active social audience and driving measurable revenue growth for the business.

BRAND: Wine Enthusiast

The Wine & Chips Pairing Infographic was picked up by a prominent TikTok influencer, which led to it going viral and rapidly increasing its reach. This organic amplification not only drove significant engagement but also caught the attention of several brands, leading to sponsored opportunities from major companies like Pringles® and wine industry clients.

BRAND: Wine Enthusiast, Source Article
Content Created, 2022 > Viral Moment, 2023

Insight

Wine education content often feels overly complex or static, limiting shareability. Audiences are more likely to engage with and share content that is visually digestible, relatable, and interactive, especially when it invites participation or opinion.