Title: Humanizing Technical Skilling: Record-Breaking Social Engagement
Role: Senior Copywriter (via Assembly Media)
The Challenge To drive awareness and enrollment for Microsoft Learn’s certifications and "skilling up" resources by making technical training feel approachable, engaging, and essential for career growth.
The Strategy I partnered closely with ACDs and graphic designers to concept and write social-first assets. We moved away from academic language toward highly engaging, human-centric copy.
- Collaborative Concepting: Integrated post copy with visual assets to ensure a seamless narrative that encouraged users to take advantage of the platform's full ecosystem.
- Performance-Driven Writing: Leveraged platform-native trends and community-focused language to spark conversation.
The Result During my two-month tenure on the account, social metrics reached peak levels, outperforming previous periods with significantly higher rates of likes, shares, and comments.