Second Life Cross-Channel Content

CONTENT STRATEGY, SOCIAL & COMMUNITY

Created content across paid and organic social, landing pages, and blogs by adapting Second Life’s brand voice across channels.

Role: Marketing Content Specialist

Goal: Translate Second Life’s broad brand promise into compelling messaging that drove acquisition, product discovery, and community engagement.

CHALLENGE

The virtual world Second Life serves a huge range of communities and interests, making it difficult to communicate the platform’s value proposition through a single message. Content needed to maintain a consistent brand voice while adapting to different audiences, platforms, and stages of the customer journey.

ACTION

  • Paid Acquisition: Wrote Facebook ad copy and acquisition landing pages, carrying campaign messaging from click to conversion while targeting distinct communities and interests.

  • Editorial & Discovery: Wrote weekly Second Life Destinations posts showcasing in-world experiences, with opening hooks frequently adapted for social promotion.

  • Social & Brand Voice: Wrote copy for Twitter/X, Facebook, and Instagram, adapting length, tone, and messaging by platform while maintaining established brand guidelines.

  • Community Storytelling: Created the Music Mondays blog feature, where I interviewed a user active in the live performance community each week and followed with social promotion. I also wrote captions for our recurring “Pic of the Day” on socials, which highlighted UGC and incentivized in-world photo submissions.

RESULT

Highest-performing Facebook ad copy to date, with CTR averaging 2.0-2.8% and top ads surpassing 3%.

Transformed audience into community: Built an editorial calendar around destinations, live events, and UGC, providing dynamic ways to discover experiences and interact with the brand.

SELECTED WORK