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 memorable activities with their fans.

Rebecca has over 40 million subscribers across her platforms.

The Challenge

When YZ Productions approached me, they were looking for an experienced social media content creator and strategist to reposition the Zamfam merch page, aligning with Rebecca Zamolo’s updated branding.

Previously, the content leaned heavily on 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 Solution

OPTIMIZATION

I began by archiving older posts to create a blank slate for the new aesthetic. Analytics showed that content featuring Rebecca consistently performed best, so I updated the profile image to a close-up of her, allowing us to tap into her recognizability without needing her direct involvement.

To complete the visual storytelling on Instagram, I refreshed the bio to reflect the playful, kid-friendly voice and curated a set of branded emojis to use in conversations with fans. Story highlights were updated with newly designed icons, and I began developing content that matched the refreshed tone and aesthetic.

The updated voice and tone is clearly seen in the updated Instagram bio.

CONTENT CREATION

The relaunch coincided with one of Rebecca’s biggest drops of the year: the 2024 back-to-school collection. The Zamfam-branded line featured a backpack, lunch bag, pencil case, pencils, colored pencils, and a water bottle, available individually or as a discounted bundle that saved fans $30.

To drive momentum, I produced and distributed a range of content, including branded graphics, product photography, UGC videos, and repurposed edits from Rebecca’s YouTube channel. I tested various content formats and, in the first month alone, published 12 posts and 32 stories to re-engage the existing audience and drive traffic to the new products.

A carousel post teasing the new back-to-school designs.

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.

While organic wasn’t the sole conversion driver, it became the connective tissue between paid, CRM, and eCommerce by 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 and accelerate performance. And it set the stage for the next phase of growth.

“Lizz 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, Lizz is fantastic to work with—creative, proactive and a true team player. Highly recommend her for anything social media-related!”

— Nicholas Ress, Head of Product at YZ Productions