From viral content to a system of brand recognition
EMRA
Role
Brand & Communications Strategist / SMM
05Oral care / DTCEMRAA selection from the project’s visual materials.
01 / Context
EMRA was developing as a distinctive oral-care brand with a strong visual language and products that needed a voice of their own in a saturated digital environment. The next stage required more than increasing content volume: communication had to become more recognisable, repeatable and economically sound.
02 / Challenge
What needed to change
Strengthen the viral potential of content and brand awareness while optimising communication costs. New EMRA products also required a brand strategy and positioning that would bring them to market as parts of one coherent system rather than a series of disconnected launches.
03 / My role
My contribution within the wider team effort
Worked on viral content strategy and formats designed for organic distribution.
Built communication around brand awareness and recognition rather than short-term reach alone.
Optimised costs through format prioritisation and a more rational content workflow.
Developed brand strategy and positioning for new EMRA products.
04 / Strategic solution
Rebuild communication around strong, repeatable meanings and formats, so that every content scenario could contribute to EMRA’s recognition, organic distribution and long-term brand value at the same time.
05 / Execution
Areas of work
Brand strategy
New-product positioning
Viral content
Brand recognition
Content strategy
SMM
Cost optimisation
Product launches
06 / Outcome
Viral distribution and brand-awareness objectives were united within one communication logic.
Strategic positioning foundations were established for new products.
Content work was focused on strong formats with potential for reuse and organic reach.
Cost optimisation became part of the decision-making system rather than a mechanical reduction in production.