Case Study: Nowadays
In this section, I’ll dive into my experience working on the Nowadays account, highlighting the strategies and creative approaches I implemented.
ABOUT THE BRAND
Nowadays is a cannabis beverage company with a modern, LA-inspired aesthetic. The brand targets both men and women, primarily aged 25 to 34, with a focus on Gen Z and Millennials.
With a mission to be the leading cannabis-infused beverage, Nowadays aims to stand out in the market by offering a premium, elevated experience that resonates with today’s lifestyle-driven, health-conscious consumers. Through innovative marketing and product offerings, the brand seeks to define itself as the go-to choice for those seeking a sophisticated and enjoyable cannabis experience.
Role & Responsibilities
I created all content for Nowadays, including videos and photography. As the social media manager, I handled community management, engagement, and analyzed account performance to refine growth strategies.
OVERVIEW OF GOALS
My primary goal for Nowadays' social media growth was to create content that resonated with the audience and sparked engagement. I focused on producing videos that both aligned with the brand’s LA-inspired aesthetic and tapped into current trends, ensuring relevance while staying true to the brand identity.
Additionally, I sought to present cannabis in innovative and unconventional ways to broaden its appeal and attract a more diverse audience. Throughout the process, I continuously tracked performance, analyzing what resonated best with followers, and made data-driven adjustments to optimize engagement and growth.
Nowadays Instagram Growth Over 1 Year
Feed Design
I designed the social media feed each month, carefully planning content around key dates and seasonal themes. While each month’s aesthetic was tailored to reflect the season—warmer tones for November through January and cooler tones for summer—I ensured that the overall look and feel remained consistent with Nowadays' brand identity.
Summer Feed
Seasonal Feed
Winter Feed
VIRAL HIGHLIGHTS
VIRAL HIGHLIGHTS
100K VIEWS
201K VIEWS
98K VIEWS
170K VIEWS
Copywriting
I crafted strategic copy for Nowadays, balancing light humor with the brand's elevated tone. For visually understated assets, I leaned into trending concepts to enhance engagement and ensure the messaging resonated with the audience.
Say goodbye to the ghost of hangovers past 👻
“Gardeners” 🤝 cozy season
Probably listening to @ColdPlay’s new album.
No problem if you’re indecisive…
We have three doses to choose from at the link in our bio 🍃
Introducing Sleepy Girl Mocktail’s evil twin 👋
A look into our dopamine menu 📹
Skip the hangover but not the buzz at the ink in our bio
Community engagement + management
I independently managed all community engagement for the account, interacting directly with followers in a genuine and personalized way. My strategy was to engage with consumers who shared similar values to Nowadays, responding authentically and as though I were a member of the community, rather than a brand.
REELS
UGC‘S
