The tricky part:

NCS needed to keep Gen Z engaged year-round, long after their seasonal programme wrapped up. The big question: How do you stay relevant and relatable to a generation with sky-high expectations for content?

The way forward:

I played a key role in shaping the social media strategy, focusing on the design while contributing to the overall tone of voice and content direction. Working collaboratively with copy and strategy teams, we adopted an “older sibling” tone: friendly, supportive, and full of advice. Content ranged from wellbeing tips to celebrating inspiring young people, such as those highlighted for International Women’s Day. The designs and messaging worked together to create a relatable and engaging presence tailored to NCS’s Gen Z audience.

The final outcome:

The approach paid off, keeping Gen Z engaged and stabilising follower growth throughout the year. By focusing on relatable and consistent content, NCS strengthened its connection with its audience and stayed relevant well beyond the seasonal programme.