Alice Cares – Content & Social
Developed digital content and ad creatives for Alice Cares, translating the brand identity into a cohesive Instagram grid, content plan, Amazon A+ modules, and Shopify visuals to drive awareness and conversions.
CATEGORY:
Social Media Content Creation & Brand Development
CLIENT:
Alice Cares (Founder-led project)
ROLE:
Founder & Brand Strategist
I led content development and social strategy for Alice Cares, a beauty brand focused on solid shampoo and conditioner bars for modern haircare routines. With the brand identity already established, I translated its visual system and tone of voice into performance-focused content tailored for multiple platforms.
I created and executed an Instagram content strategy to showcase product quality, highlight textures and ingredients, and drive audience engagement. This included building a visual grid, defining posting cadence, and producing creative assets optimized for both organic reach and paid ads, as well as short-form video content such as Reels and ad creatives, edited in VN Video Editor to match the brand’s tone and optimize engagement.
On Amazon, I developed A+ Content for five SKUs to enhance discoverability and reinforce brand messaging across product listings. I also produced on-site content for the Shopify store, focusing on clear product storytelling and brand cohesion.
Through this work, I combined brand storytelling with platform-specific content strategies to establish Alice Cares as a visually compelling, conversion-oriented DTC brand.
Instagram launch post
A hero post introducing Alice Cares on Instagram, celebrating diversity and sustainability with an uplifting brand voice.
Amazon A+ content
A+ Content modules designed to differentiate each bar by need state and hero ingredients; optimized for discoverability and conversion.
Instagram story series
This multi-slide post walks users through pain points, ingredient highlights, and product differentiation, ending in a CTA.
Deep Hydration testimonial post
Social proof visual spotlighting a real customer review for the conditioner bar.
CHALLENGE & OBJECTIVES:
Translate the brand identity into a consistent and scalable visual content system across all digital platforms
Build an engaging Instagram presence to support community growth and visual storytelling
Develop platform-specific content for Amazon A+ and Shopify that enhances clarity, brand trust, and sales conversion
Create ad creatives tailored for Meta platforms to support brand awareness and retargeting funnels
Maintain visual consistency and optimize content for performance & user behavior on each platform
DELIVERABLES:
Instagram grid layout and content plan, including format guidelines and copy direction
Visual assets and design templates for organic posts, Stories, Reels (edited in VN), and paid campaigns
A+ Content for five Amazon SKUs, built using custom visuals and benefit-driven messaging
Website content modules including product descriptions, bundles, and FAQs aligned with the visual brand
Static and video ad creatives for Meta Ads, optimized for reach, retargeting, and conversion, including Reel-style video production using VN Video Editor
Briefs and art direction for UGC creators, including onboarding packs and video guidelines
Performance dashboards and asset iteration plans using insights from social and PPC campaigns
Instagram grid planning
A series of branded Instagram posts blending education, ingredient transparency, and user storytelling.
Social content system in Figma
A modular layout system designed to keep content on-brand, scalable, and campaign-ready.
TOOLS:
Strategy & Planning
Notion – for content calendars, briefs, and asset checklists
Google Workspace – for collaborative planning and feedback
Branding & Creative Direction
Miro – for visual inspiration, moodboards, and aesthetic alignment
Figma – for layouting Instagram grids, wireframes, and A+ templates
Adobe Photoshop – for editing product photography and social content
VN Video Editor – for editing short-form video content, including Instagram Reels and social ad creatives
eCommerce & Platforms
Shopify – for managing product pages, collections, and image updates
Amazon Seller Central – for A+ Content setup and SKU-level content management
Meta Business Suite – for scheduling and monitoring Instagram posts
Performance & Optimization
Meta Ads Manager – for ad targeting, testing, and budget optimization
Google Analytics (GA4) – for measuring Shopify and Amazon content performance
Amazon PPC – to analyze A+ engagement and Sponsored Product uplift
The content initiatives strengthened Alice Cares’ brand presence across key platforms, leading to increased engagement and early sales traction. On Instagram, content built awareness with a visually consistent feed and supported customer education around product use. On Amazon, listings with A+ Content experienced stronger conversion rates and reduced bounce.
The project showcased how content rooted in brand storytelling and executed with platform strategy can enhance a young brand’s credibility and performance – turning visual identity into a content engine that informs, engages, and converts.