RFSU

Audience research project for a sexual-health brand.

Role, Content data researcher.

Note

Selected work is confidential. What's shown here is the type of work delivered and the role I played.

Context

Content data research across YouTube, Instagram, and other social channels for a sexual-health brand.

Problem

The brand needed clear insights into how their paid ads were performing across platforms to inform content decisions.

Insight

Performance data on sensitive health topics is often avoided or underanalyzed. Clear reporting on what audiences actually engage with gives the brand team something concrete to act on.

Idea

Use content performance data to ground messaging in what audiences actually respond to.

Project Overview

How I Did It

01Pulled content and engagement reporting across YouTube, Instagram and other channels
02Read the paid ads against what the same audiences engaged with organically
03Looked for patterns by topic, format and audience segment rather than single posts
04Turned the findings into content recommendations for the messaging team

Campaign

Worked on the RFSU Just Give a F*ck campaign at Valtech Radon, reporting on content performance and translating engagement data into direction for the messaging team. The campaign earned 7 wins, 12 shortlists, 3 nominations, and a 2025 IAB MIXX nomination for Best Digital Campaign.

Results

Content-performance analysis across YouTube, Instagram and additional channels
Evaluated performance by topic, format and audience segment
Translated findings into recommendations adopted by the messaging team