M.S. SOCIAL BRAND STRATEGY
M.S. SOCIAL BRAND STRATEGY
After designing Dr. Saettone's visual identity, I took the project further: developing the social media strategy that would bring that identity to life on Instagram. The goal was threefold: build awareness, generate qualified leads, and grow genuine engagement with an audience that includes both parents and adult patients.
COMPANY
DR. MARGHERITA SAETTONE
Year
2026 - ONGOING
Category
SOCIAL
TONE OF VOICE
TONE OF VOICE
The brand needed to sound competent without being cold, and reassuring without minimizing real concerns. I defined a tone of voice built on three pillars: professional but accessible (technical language explained simply), human (first-person storytelling from Dr. Saettone's own daily experience), and reassuring (no fear-based messaging, just clarity on why earlier intervention often means simpler treatment).
The brand needed to sound competent without being cold, and reassuring without minimizing real concerns. I defined a tone of voice built on three pillars: professional but accessible (technical language explained simply), human (first-person storytelling from Dr. Saettone's own daily experience), and reassuring (no fear-based messaging, just clarity on why earlier intervention often means simpler treatment).
TONE OF VOICE
The brand needed to sound competent without being cold, and reassuring without minimizing real concerns. I defined a tone of voice built on three pillars: professional but accessible (technical language explained simply), human (first-person storytelling from Dr. Saettone's own daily experience), and reassuring (no fear-based messaging, just clarity on why earlier intervention often means simpler treatment).
TARGET
TARGET
I started by defining two core audiences: children from age 6 (where early intervention matters most) and teens/adults considering clear aligners, with parents acting as key decision-makers throughout. From there, I built a full persona (Giorgia, 41, working mother) to ground every content decision in a real person's concerns — time, cost, trust, and her child's wellbeing.
I started by defining two core audiences: children from age 6 (where early intervention matters most) and teens/adults considering clear aligners, with parents acting as key decision-makers throughout. From there, I built a full persona (Giorgia, 41, working mother) to ground every content decision in a real person's concerns — time, cost, trust, and her child's wellbeing.
TARGET
I started by defining two core audiences: children from age 6 (where early intervention matters most) and teens/adults considering clear aligners, with parents acting as key decision-makers throughout. From there, I built a full persona (Giorgia, 41, working mother) to ground every content decision in a real person's concerns — time, cost, trust, and her child's wellbeing.
CONTENT STRATEGY
CONTENT STRATEGY
I structured the content around four recurring pillars: making early orthodontic signs known to parents, communicating the real health benefits of treatment (not just aesthetics), sharing before-and-after stories in an ethical, non-alarming way, and answering the questions patients actually ask. These pillars became four ongoing content series, each with a defined target, message, and format: from educational carousels to quick FAQ reels.
To build a real connection with the audience, I also designed content meant to show the person behind the practice: her voice, her perspective, occasional behind-the-scenes moments, alongside interactive formats like polls and quizzes to turn passive followers into an engaged community.
I structured the content around four recurring pillars: making early orthodontic signs known to parents, communicating the real health benefits of treatment (not just aesthetics), sharing before-and-after stories in an ethical, non-alarming way, and answering the questions patients actually ask. These pillars became four ongoing content series, each with a defined target, message, and format: from educational carousels to quick FAQ reels.
To build a real connection with the audience, I also designed content meant to show the person behind the practice: her voice, her perspective, occasional behind-the-scenes moments, alongside interactive formats like polls and quizzes to turn passive followers into an engaged community.
CONTENT STRATEGY
I structured the content around four recurring pillars: making early orthodontic signs known to parents, communicating the real health benefits of treatment (not just aesthetics), sharing before-and-after stories in an ethical, non-alarming way, and answering the questions patients actually ask. These pillars became four ongoing content series, each with a defined target, message, and format: from educational carousels to quick FAQ reels.
To build a real connection with the audience, I also designed content meant to show the person behind the practice: her voice, her perspective, occasional behind-the-scenes moments, alongside interactive formats like polls and quizzes to turn passive followers into an engaged community.
More Works More Works
More Works More Works
