Strategy & Research
Client Work · NDA
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
Execution
- 01Reported on data and engagement insights across YouTube, Instagram, and other channels
- 02Analyzed performance patterns by topic, format, and audience segment
- 03Translated insights into concrete content recommendations
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