In late 2013, I took over management of Aeropostale’s Instagram page following the departure of a key team member. My focus was to connect with a teenage demographic, particularly females, ahead of the Aero Now summer event and the launch of several collections. I promoted exclusivity by creating a VIP list for early access, and leveraged popular culture, such as the Bethany Mota and Pretty Little Liars collections, to create relatable and engaging content. I also interacted with major fan groups and used strategic hashtags to expand our reach.

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By the end of Summer 2014, our store's Instagram following had grown to over 1,000, more than doubling our original goal of 500 followers. We hosted over 200 VIP attendees at the Aero Now event, and our store became the most followed in the region. My success with this campaign led to an invitation to a regional ambassador meeting, where I collaborated with managers on future social media strategies.