Narrative Content Strategy

I developed a narrative-driven social strategy that transformed everyday founder interactions into high-performing short-form content, driving major increases in reach and audience engagement.

Marketing Intern

4 Months

Context

Problem

The brand had low social engagement due to overly product-focused content that didn’t create emotional connection or give viewers a reason to follow.

Insight

Audiences respond more strongly to authentic, story-driven content -- especially founder-led moments that reveal personality, behind-the-scenes dynamics, and real customer interactions.

Strategy

Build a narrative content engine centered around the founder, using short-form storytelling to humanize the brand, tap into relatable scenarios, and create viral hooks that accelerate reach and engagement.

Execution

For execution, the intern team built a repeatable short-form content system modeled after real founder-client interactions. As part of this process, I helped propose a shift beyond the traditional private-aviation audience by creating content that appealed to a broader, entertainment-driven viewer base rather than only targeting potential jet clients. Our content system included content pillars, story frameworks, production workflow, posting cadence, performance feedback loop, optimization rules, and platform adaptation. I filmed and edited TikToks that highlighted authentic client scenarios, crafted strong narrative hooks, and optimized pacing for platform behavior. Each piece of content was shaped by ongoing performance insights, allowing us to quickly iterate and scale what resonated.

As the visuals show, we began incorporating narrative-style content into the product-focused content. By the views, it is clear that these types of videos performed best. We were able to analyze that the call-style videos repeatedly outperformed other styles of narrative-driven videos, so we began focusing on those.

Results

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The narrative content strategy significantly increased Amalfi Jets’ social presence. In 18 months (May 2024 - November 2025) the brand’s social presence across all social platforms grew from 50K active followers to 4.5M, with Instagram and TikTok growth being the most prominent.

The work we did as an intern team, set up a successful framework and baseline for the new marketing team that was developed in Fall 2024. They stuck with the narrative and call-focused content strategy and the Amalfi Jets page now has almost 150M likes. Subcultures emerged and recurring characters have now been created.

Brand recognition and sales boosted dramatically. Social media is now the primary sales engine for Amalfi Jets.

Skills Used

Content Strategy

Digital Analytics

Social Media Marketing

Brand Storytelling

Creative Production