Editorial Social Video for Freeda UK

Freeda is a social media publisher for Gen Z and millennial women. It produces content that promotes women’s achievements, personal style and sisterhood, with the aim of sharing everyday stories to inspire positive change in the world. Freeda has the highest engagement rate globally compared to other female-focused publishers, reaching 15 million people monthly in the UK alone.

As Head of Content for the UK, I oversaw the creative development, testing and strategy of content from launch - hiring and managing team of more than 20 exceptional creators, ranging from illustrators and videographers to copywriters and casting directors. Our average engagement rate rose to 7-10% – far above the industry benchmark of 1.6%.

As part of our editorial response to the Covid-19 pandemic and while working remotely, I created three new film series: Together Apart, Portrait and Freeda Calling.

The content below was shot on location across the UK prior to the pandemic, using Freeda’s most successful original formats – Crush, Meets and For the Record – again with an average engagement rate on Instagram of 7-10%.