Client: Peerfit

Role: Content Marketing Strategist

Design: Adrienne Ivers Johnson + Janet Tauszik

From 2018-2020, I was the main point of contact for anything and everything having to do with content strategy and creation at Peerfit - a digital health platform that connects employers and carriers with personalized fitness experiences. This included strategizing, creating content for, and managing, all of Peerfit’s social media channels, in addition to the CEO’s personal Instagram, writing and editing content for two blogs with four different audiences (Insurance brokers/carriers, Employers, Studios/Gyms, and Peerfit users), a Medium page, writing and distributing monthly e-newsletters to users, and providing Art Direction to Peerfit’s team of in-house Designers. While I wore many hats, I had one primary goal: to tell Peerfit’s story, in all of its forms.

During my tenure, Peerfit experienced a 600% increase in social media audiences, growing from 7,441 followers across Facebook, Instagram, Twitter, and LinkedIn to over 25,000, with 11k of those exclusive to Instagram. We accomplished this by blending pop culture and puns with Peerfit’s mission to make fitness more enjoyable and accessible, while highlighting our team members and their own stories. In order to maximize resources, I also strategized ways to recycle existing assets and give them new life, like repurposing our 2018 Labor Day graphic for International Women’s Day 2020 (seen below). Furthermore, I worked closely with Peerfit’s Director of Partnerships to conceptualize and execute campaigns for monthly Instagram giveaways with various partners including, but not limited to: KIND, Vita Coco, Supernola, RXBAR, and Daily Harvest. In addition to providing Art Direction to Peerfit’s Visual Designers for graphics announcing the monthly partnerships, I was also responsible for styling, photographing, editing, and publishing the giveaway posts.

You can read more about how we used illustration to make Peerfit more human here.