TikTok & Instagram Growth Campaign

My goal is simple: turn a wave of new student and young-adult installs for the SOZ app into a habit-forming user base that sticks around. To get there I want a sharp, data-driven campaign that lives entirely on TikTok and Instagram—short-form video, Reels, Stories, and any creative format these platforms allow.

Here’s what I need from you:
• A clear positioning statement and content angle that resonates with Gen-Z motivations.
• A 30-day editorial calendar backed by keyword, trend, and sound research.
• Thumb-stopping creative assets: scripts, captions, and design files ready for upload.
• Day-to-day publishing, community engagement, and hashtag optimization.
• Weekly performance snapshots covering reach, installs attributed, and—most importantly—return sessions per user.
• Iteration recommendations every week so we double down on posts that drive repeat opens.

You’ll have direct access to our attribution dashboard and in-app analytics so we can connect each post to first-week, seventh-day, and 30-day retention curves. I’m open to creative experiments—UGC collaborations, campus micro-influencers, or playful in-app challenges—so long as they happen on TikTok or Instagram and move the active-user needle.

If this sounds like your arena, tell me how you would structure the first sprint and what success metrics you normally target for retention-focused social campaigns.