Context:
United Airlines needed fresh, platform-specific social copy that could connect with travelers like a trusted travel buddy while boosting engagement across TikTok, Instagram, LinkedIn, and X.

My Role:

• Concepted and wrote social-first copy for campaigns reaching 10M+ combined audience.

• Tailored tone of voice per platform while keeping brand messaging consistent.

• Collaborated with creative and strategy teams to align copy with visual assets and trend timing.

The Work:
I brought United’s “travel bestie” tone to life through witty, trend-aware captions and story copy that encouraged interaction without relying on overt sales language. From playful TikTok scripts to LinkedIn thought-leadership posts, every asset was optimized for native engagement.

Impact / Results:

• Increased engagement on key social posts by up to 32%.

• Helped boost brand interaction rates during peak travel seasons.

• Drove United to 1,000,000 followers on TikTok, an industry-first milestone