The Ask: Transform Dropbox's brand perception from a file storage company to an essential AI-powered productivity platform. Launch Dropbox Dash into a saturated AI market while building authentic connections with creative, marketing, and tech professionals through strategic social content that drives awareness and engagement.

The Action: Build a robust social playbook, creating a unified guide to content creation and production for memes, video, text, paid, and owned content. Transformed everyday work frustrations into three paid and organic social campaigns. Collaborated with a creative duo on regular brainstorms for 2025 product launches, a McLaren content partnership, and evergreen assets that used audience-driven insights to recognize highly resonant workplace truths.

The Outcome: The development of over 110 assets for six social channels drove record-breaking engagement: 68M impressions, 25M video views, and 461K engagements, with engagement rates among the target audience nearly doubling (16.4% to 29%). Link clicks on LinkedIn also had a 10x higher QoQ CTR, proving humor and wit work in B2B. Evergreen content collaboration efforts drove 1.2M video views and 180K engagements.