Brick & Ivy
Overview
Brick & Ivy is Miami University's official campus lifestyle store — a brand built around school pride, quality apparel, and the culture that makes Miami feel like home. I joined the social media team as a content creator, responsible for growing the brand's digital presence and connecting with the student community online.
The Problem
Brick & Ivy had a strong in-store identity but hadn't translated that same energy to their social platforms. The content lacked consistency, strategy, and an authentic student voice. The goal wasn't to rebuild the brand — it was to give it real direction online and make it feel as alive digitally as it did in store.
My Role
I was brought on to bring a fresh, student-informed creative perspective to the brand's social media. As a Miami student myself, I understood the culture, humor, and trends that would resonate with the audience. My responsibilities included:
• Developing and producing short-form video content — product features, lifestyle clips, and trend-driven videos
• Creating interactive Instagram Story content to drive engagement and audience participation
• Analyzing performance data to refine content strategy over time
• Collaborating with the social media team on planning, creative direction, and execution
• Tools & Skills: Short-form video production, graphic design, social media strategy, trend analysis, content planning
• Creating interactive Instagram Story content to drive engagement and audience participation
• Analyzing performance data to refine content strategy over time
• Collaborating with the social media team on planning, creative direction, and execution
• Tools & Skills: Short-form video production, graphic design, social media strategy, trend analysis, content planning
Solution
I focused on two things: consistency and authenticity. Every piece of content was designed to connect Brick & Ivy's products to real moments in student life — not just display them. I introduced interactive content formats to deepen audience engagement, including a March Madness-style hat bracket and a poll-driven "Help Us Plan the Perfect Day" Story series that let followers shape the narrative directly.
Results
Since joining the team, Brick & Ivy's TikTok presence has grown steadily through organic content alone:
• Followers grew from roughly 100 to 700+
• Average video views increased from around 200 to consistently over 1,000
• Stronger overall engagement driven by trend-informed, student-first content strategy
• Average video views increased from around 200 to consistently over 1,000
• Stronger overall engagement driven by trend-informed, student-first content strategy
Key Takeaways
This role sharpened my ability to balance creative instinct with strategic thinking. I learned how to read an audience, act on trends quickly, and make design decisions that serve a clear purpose. It reinforced that the most effective content doesn't feel like marketing — it feels like a conversation.
