Escondido Studios

  • Escondido Studios is an app developer based in Palo Alto, CA. Their apps Query, CapIt, and Versus targeted a Gen-Z audience. As the Marketing and Community Lead, I developed launch strategies for all three apps.

  • ✽ Created original video and static content for Instagram and TikTok
    ✽ Sourced content creators that aligned with target demographic (Gen-Z / Gen-Alpha) and fit budget constraints
    ✽ Wrote creative briefs and scripts for 40+ content creators and influencers
    ✽ Managed and optimized a $15k budget for Spark Ads
    ✽ Lead user research and app testing, shared insights and ideas with UX Team

  • ✽ Over 3 million organic views on TikTok
    ✽ 60+ Spark Ads yielded 3 million impressions and a 3.6% average clickthrough rate (CTR)

When targeting Gen-Z, mastering TikTok is a must. I’ve marketed to this audience for the last five years and utilized that knowledge to put together campaigns that are authentic, funny, and most importantly “don’t feel like an ad”. In an effort to differentiate Query, Versus, and CapIt from other anonymous apps, I created scripts and creative briefs with a variety of approaches to see what clicked the most with our audience.

✷ InfluencerMarketing + User-Generated Content ✷

social media management

social media management

When building these three accounts from scratch, I wanted them to be cohesive as a trio of apps while still having their own identity. While TikTok and UGC was the main priority, I used Instagram to showcase the apps in use (ex: daily polls, caps, queries) and collaborate with other pages (ex: class of 2027 college bios pages).