Juniper
Developing a social media strategy and cross-channel content for an architectural lighting brand, including communications for the Ground Control product launch.
At Juniper, I worked on social media strategy, content planning, and campaign communications across Instagram, LinkedIn, and email.
My work included developing a consistent approach to brand content and applying it to the launch of Ground Control, an architectural power system designed for premium interiors.
Making a complex product portfolio easier to communicate.
Juniper’s portfolio includes architectural lighting, power systems, and design accessories, each with different applications and audiences.
I worked on organizing the brand’s social content around recurring themes, creating a more consistent approach to what to communicate and how to adapt it across platforms.
From marketing priorities to a publishing calendar.
I worked with integrated marketing calendars to coordinate product launches, company updates, and ongoing content across multiple channels.
The calendars helped translate broader priorities into specific content topics, formats, and publishing schedules.
Visual storytelling, product details, and project applications.
Industry news, product education, and professional communication.
Product announcements, deeper information, and direct engagement.
One product launch. Multiple audiences. A coordinated message.
Ground Control is Juniper’s architectural power system, offering hardwired and plug-in solutions for residential, hospitality, and commercial interiors.
I worked on campaign messaging and content planning, translating technical product details into clear communications for design professionals.
Present electrical power as an architectural detail rather than a purely functional utility.
Connect product benefits to the priorities of architects, interior designers, and specifiers.
Translate the same product story into channel-specific messages and content formats.
From technical features to design benefits.
The messaging focused on flexible installation, material quality, integration into interiors, and everyday functionality.
Product discovery and visual storytelling.
Professional relevance and design applications.
Product details and further exploration.
Product photography and some visual assets came from Juniper's internal team and outside contractors.
Measurable impact
Company-level marketing indicators recorded during the project period, February vs. March 2025.
Expanded Instagram reach by 28% month over month through coordinated content and brand communications.
194 new Instagram followers in March, a 12.8% increase in monthly follower acquisition.
LinkedIn reactions increased by 7.1% month over month, supported by product, project, and event communications.
Through a more structured approach to content strategy, publishing, and campaign messaging, I helped strengthen Juniper's cross-channel communication and support measurable audience growth.