Hairy As is an Adelaide-based beard care brand with a social mission promoting positive masculinity and gender equity. This project focuses on shaping the brand’s digital presence through content strategy, social media management, SEO optimization, campaign planning, and branding solutions aligned with the brand’s quirky yet playful identity.
Throughout this project, I contributed to the development of Hairy As’ communication plan by conducting competitor research, optimizing content strategies, and designing audience-focused content.
Key elements of the work included:
Managing and creating social media content for Instagram and Facebook
Designing assets for reels, memes, product highlights, and event promotions
Designing campaigns including interactive polls, contests, and engagement-driven posts
Recommending SEO strategies, website optimizations, email marketing flows, and CRM optimizations to improve digital reach
Aligning communication goals with the brand’s mission of breaking stereotypes and fostering self-care culture
Monitoring post-performance through Meta Insights and applied learnings to improve content engagement and audience interaction
Project Plan
Learn more about the background research, strategy, and creative direction that shaped my work for Hairy As. This section outlines the research process and content planning.
Situation Analysis & Research
This section includes a detailed look into the market landscape, competitor activities, stakeholder mapping, and audience behaviors within the men’s grooming sector. It helped identify gaps and opportunities, shaping the strategic direction for Hairy As.
Download the research document.
Communication Strategy
This document defines the core objectives, SMART goals, and tactics used throughout the project. It covers SEO recommendations, content planning, and audience engagement strategies aligned with the brand’s mission.
Download the research document.
Social Media Content Plan
A structured content plan created to guide Hairy As’ social media presence including monthly calendars, content ideas, and campaign highlights designed to maintain consistency and drive engagement across platforms.
Creative Contributions
A compilation of content created for Instagram and Facebook including trend-based reels, product features, memes, and testimonial tiles, all tailored to reflect the brand’s playful tone.
Product photos captured, edited, and formatted for Hairy As' website. These images were used across product pages and promotional visuals.
