Otherland Instagram

Otherland wanted to introduce the immersive world of candles to Gen Z, and to do that, they brought me on board as a Social Media & Content Intern in November 2021 and later as a full-time Content Coordinator in March 2022.

Our team was small but mighty. We were recognized as “best in class” for D2C strategies, establishing a new benchmark for modern, small businesses. Our innovative and creative marketing efforts ultimately led to Otherland’s acquisition by CURiO brands, a renowned name in the fragrance industry.

My role included strategizing, executing graphics and video content, and reporting data across all social media channels. I increased Otherland’s Instagram following by 50% while also taking on short-form video curation as Reels was on the rise. Our Instagram videos have hit thousands to millions of views with folks constantly re-sharing and engaging with them daily. From scent quizzes to a viral edible candle April Fool’s prank, have a look at the work I’ve done below!

View this profile on Instagram

Otherland (@otherlandco) • Instagram photos and videos

TL;DR

PROJECT SUMMARY:
Instagram management, content curation and scheduling, community engagement, & data-driven strategizing

DELIVERABLES:
2-3 videos weekly
Designed Instagram stories
Giveaway execution
Campaign content briefs
Product/store photography
Other special projects

MY CONTRIBUTION:
Content strategy
Creative development
Creative direction
Production
Video editing
Graphic design
Scriptwriting
Copywriting
SEO keyword optimization
CX/Community management
Data reporting

most viral reels

After months of testing, I realized that our highest performing TikToks also performed well on Instagram Reels. From 55K followers to 87K and growing, from 3K views to 3.8M in less than a year, the Otherland Instagram was a place for building awareness and engaging with our loyal customers and new members of the community. The ability to grow and create innovative content on an app that is established yet everchanging was a skill I aimed to sharpen week after week.

behind the scent

“Behind the Scent” is a 1 minute Instagram video series where the Otherland Co-Founder and CEO Abigail Cookstone dives deeper into the bestselling scents of each collection, discussing the scent notes, inspiration, and best uses of each candle.

I created interview questions, executed production, and edited each Behind the Scent video, emphasizing on Otherland’s key brand values: storytelling. As it’s difficult to sell scent online, the story aspect of this series helped expand on the human senses beyond just smell.

take our scent quiz!

With a variety of scents to choose from, picking a signature, especially online, can get a little difficult. As a way to help our customers get to know each scent, we’ve come up with a scent quiz, putting two scents side-by-side and comparing their scent notes. Here’s one quick example of our seasonal scent quizzes on Instagram Stories!

fireside chats

In the height of the pandemic, Otherland brought Fireside Chats to Instagram Live. Starting out with our local mailman then later inviting fellow founders, creators, and entrepreneurs, Fireside Chats were a way for Abigail to bring in a new perspective to the Otherland audience as well as share the world of fragrance to other audiences. Each live was a 30-minute Q&A, covering self-care, growing one’s career, and connecting with the community. It was a way to highlight inspirational folks in the industry and their work. Guests included Arianna Huffington, Cynthia Rowley, Alli Webb, and more!

I helped source potential guests, coordinated with both parties, and edited short recaps of the live to post on the Instagram feed. This project furthered our brand’s mission and helped keep the Otherland brand top of mind when thinking about fragrance, self-care, and career growth.

the carefree 90s time capsule

To promote the relaunch of Otherland’s limited edition Carefree 90s Collection, the Carefree 90s social media campaign served as a time capsule and hub for all things nostalgia!

All posts from Otherland were archived to really give the feel that the user had found a time capsule, and each day, we uploaded teasers leading up to the collection launch. From nostalgic 90s graphics to iconic movie clips, we released 8 teasers total and a final launch video as the complete time capsule. Additionally, all copy was in 90s SMS language and 90s popular phrases.

otherland irl

In 2022, we brought Otherland to life in person! From opening a popup location in an elevator bank at Rockefeller Center to a flagship store in the heart of SoHo, New York, customers were finally able to experience Otherland with all 5 senses. We created immersive worlds based on each collection beyond just scent. I aided in decorating the store, hosting events, and primarily photographing the store and its key highlights. Enter Otherland below!

instagram giveaways

During my time at Otherland, I coordinated 2 high-value prize giveaways, the Summer Sunset Giveaway and the Interiential Autumn Giveaway. I’ve made connections with over 50 brands and collaborated with a total 9 brands to bring our customers an opportunity to try out our full collections along with other products that would help enhance their at-home experience for the season. Each giveaway had a high turnout, increasing follower growth and engagement across all brands.

Otherland has also participated in giveaways spearheaded by other brands, and I worked with them to post promotional Reels or Stories and create copy.

cake decorating with @thegeminibake

In February 2022, Otherland released a limited edition Valentines packaging in collaboration with Sam from @thegeminibake, featuring vintage her heart cake. To promote the packaging, I directed, filmed, and edited a cake decorating video of our Co-Founder and CEO Abigail Cook Stone and Sam. The two walked through tips and tricks while diving into what started @thegeminibake and how to celebrate Valentine’s Day with cake and candles!

This was one of my first biggest projects as an Otherland intern, allowing me to showcase my directing, production, and editing skills along with my ability to work with the head of our company and outside collaborators.

the fire that keeps going!



50%

INCREASE IN FOLLOWER GROWTH



7.2%

AVERAGE ENGAGEMENT INCREASE



3.6M

HIGHEST VIEWED INSTAGRAM REEL