HOW A REIMAGINED ORGANIC SOCIAL STRATEGY DROVE A 223% CONVERSION RATE LIFT
Client: YZ Productions
Industry: YouTube Creator & Consumer Product
Company Background: Rebecca Zamolo is a YouTuber known for her family-friendly content, featuring challenges, giant board games, competitions, and authentic connections to the Zamolo family.
She’s open about her health journey and experiences as a mother. Rebecca has over 40 million subscribers across her platforms.
The Challenge
When YZ Productions approached me, they were looking for a strategic content marketer to reposition the Zamfam merch page and align the Instagram account with Rebecca Zamolo’s updated brand voice.
Previously, the content leaned heavily on sales language, promotions and required significant time from Rebecca herself. The challenge was to relaunch with a content strategy that inspired and engaged the Zamfam community while freeing up Rebecca’s bandwidth.
The Strategy
When YZ Productions approached me, they were looking for a strategic content marketer to reposition the Zamfam merch page and align the Instagram account with Rebecca Zamolo’s updated brand voice, starting with their 2024 Back to School Bundle campaign.
Previously, the content leaned heavily on sales language and promotions, requiring significant time from Rebecca herself. The challenge was to relaunch with a content strategy that inspired and engaged the Zamfam community while freeing up Rebecca’s bandwidth.
The Action
I shifted the Zamfam merch Instagram voice from purely sales-driven to a playful, community-focused tone that mirrored Rebecca’s YouTube personality and aligned with the updated brand deck. The strategy targeted both parents (primarily moms) and their children, leaning into authenticity and approachability.
Content Direction: Prioritized custom, UGC-style content over polished graphics to make the brand feel more relatable and fan-driven.
Visual Identity: Recommended using a close-up of Rebecca in merch as the profile photo, while incorporating brand-aligned emojis (😊🌼🌈⭐🎶💗☀) into posts and bio to make the page feel fun and welcoming.
Engagement & Community: Introduced interactive and playful content designed to increase relatability, mirroring Rebecca’s adventurous and positive brand voice.
Optimization: Recommended archiving outdated promotions, adding branded Story Highlights, refreshing existing Canva graphics, and pursuing Instagram verification to boost legitimacy.
These changes repositioned the page as a true community hub rather than a merch catalog, lowering the barrier between fans and the brand.
The Results
The reimagined organic strategy directly supported The ZamFam’s most successful quarter to date. Between July and December 2024, the account experienced steady growth in reach, engagement, and conversion, proving that creative, community-first content can drive measurable business impact.
Audience Growth: +2,200 new followers and 10K+ profile visits within six months, with Reels generating 76K+ views across July and August.
Engagement: Posts featuring Rebecca and product close-ups became top performers for saves, comments, and shares.
Traffic & Sales: Following the rebrand, August saw 292K+ sessions (the highest of the year). Conversion rate climbed from 0.13% in October to 0.42% in December, culminating in 1,194 purchases during the holiday peak.
Cross-Channel Lift: Social-driven campaigns warmed audiences ahead of paid and email pushes, fueling +6,000 new subscribers and $22K+ in Q4 email revenue.
While organic wasn’t the sole conversion driver, it became the connective tissue between paid, CRM, and eCommerce — setting the tone, testing creative, and nurturing an audience that was ready to buy when campaigns launched.
This case proved the power of an authentic, fan-driven social presence to amplify brand trust, accelerate performance, and support record-breaking quarters. And it set the stage for the next phase of growth.
The Content
“Liz is a true social media powerhouse! She completely rebuilt our Instagram and TikTok feeds, crafting engaging content and designing a strategy for growth. Her high-converting video ads for Meta delivered outstanding results. Beyond her skills, Liz is fantastic to work with—creative, proactive and a true team player. Highly recommend her for anything social media-related!”