Case Study: Growing Just Protest From the Ground Up
Overview
Just Protest is a mission-driven social media brand focused on amplifying protest culture, social justice movements, and collective action. I built the account from scratch, owning the strategy, creative direction, and execution across all content and growth efforts.
The Challenge
Starting from zero meant:
No existing audience or social proof
No established brand voice or visual identity
The need to grow quickly without paid ads
The goal was to build an engaged audience organically while staying authentic to the movement and message.
My Role
I led all aspects of the account’s creation and growth, including:
Content strategy & planning
Reel scriptwriting and storytelling
Visual design and branding
Copywriting (captions, hooks, CTAs)
Publishing cadence and optimization
Performance tracking and iteration
This was a true end-to-end build.
Strategy
I focused on three core pillars:
High-Retention Reels
Short-form video optimized for hooks in the first 2 seconds
Clear narrative structure: hook → context → emotional payoff
Messaging designed to spark shares and saves
Clear, Consistent Brand Identity
Bold, recognizable visual language
Direct, movement-aligned tone of voice
Consistency across all posts to build trust quickly
Discoverability & Reach
Shareable copy written for non-followers
Topics tied to current events and cultural moments
Content designed to travel beyond the existing audience