Case study
Social media carousel
About the project
Tasked with creating a 4–5 frame carousel to highlight Covid-safe places in London for young adults. The goal was to motivate users to open the Tripadvisor App and discover recommended locations while staying safe.
My role
Lead UX writer and content strategist, responsible for crafting headlines and captions, shaping the storytelling journey, and ensuring brand consistency across all frames.
Results
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Increased engagement and interaction on Facebook and Instagram by creating a clear, motivating, and brand-aligned carousel.
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Successfully guided users to explore Covid-safe London locations via the Tripadvisor App.
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Reinforced Tripadvisor’s voice: friendly, helpful, and encouraging, while maintaining clarity and audience relevance.
Creative process
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Research and Audience Alignment: Selected four must-visit London spots (Portobello Market, Sky Garden, St. Paul’s Cathedral, Millennium Bridge and Chinatown) balancing safety, interest, and user experience.
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Brand Voice and Storytelling: Wrote short, catchy headlines and concise captions (3–4 lines) in a friendly, conversational tone. Structured the carousel to guide users from curiosity to action.
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Visual and Brand Alignment: Chose images that complemented the messaging, applied Tripadvisor’s colors, fonts, and CTA buttons, and tested the carousel in Figma and Facebook preview.
Key takeaways
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Consistent brand voice strengthens engagement and trust.
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Combining UX writing with storytelling ensures clarity and actionability.
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Even short social media content benefits from a structured, audience-focused approach.
