Yalin is a Strategist based in London.
I’m a social media strategist who actually cares about the "social" part. I spend my time figuring out why people stop scrolling and how to make sure a brand is the reason they do. I look at the data to see what’s working and use that to tell better stories. For me, it’s about making sure every campaign feels like it belongs in the feed.
Work
Heinz North America
Social Media Strategy
I developed a comprehensive social media playbook for Heinz to transform the brand from a legacy kitchen staple into a vibrant cultural icon for Gen Z. By centering the strategy on the concept of "Irrational Love," I created a framework that celebrates the obsessive, logic-defying devotion fans have for the brand.
F&C Investment Trust
Social Media Strategy
Fenway Park
Heinz
As rumours swirled about Heinz returning in 2024, the brand seized the moment to celebrate the comeback and make a splashy announcement. Rather than issuing a standard press release, Heinz placed a bold full-page ad in The Boston Globe, signalling to fans that their voices had been heard.
Run On Heinz
Heinz
We turned GPS art into a brand experience by designing keystone-shaped running routes on Strava and MapMyRun. Targeting runners and the wider running community, the routes guided them to Heinz-partnered restaurants in six major cities, where they could grab free ketchup packets.
Search Moist
Kraft Real Mayo
Kraft aimed to reclaim the cringed-at word “moist,” transforming it into a point of pride for unapologetic mayo lovers through irreverent humour and a playful embrace of internet cringe culture. The campaign sparked buzz with meme-worthy content, influencer collaborations, and interactive stunts.
Don’t Feed the Wildlife
City of Toronto
The campaign highlighted how wildlife, though deceptively cute, are not pets. By placing animals like coyotes and foxes in pet accessories, the visuals emphasized that feeding them disrupts their natural instincts.
Gobblin' Mode
Heinz Gravy
Winter is Coming
City of Toronto
The City of Toronto wanted to remind Toronto residents of the winter maintenance services the City provides and adjust their expectations about how quickly they’re delivered.
Cadillac
Social Media Strategy
Cadillac, long tied to an older audience, needed to connect with a younger generation. We built a social strategy grounded in audience insights and engaging content, strengthening the brand’s presence.
Services
I offer a comprehensive range of services to ensure that brands reach their objectives efficiently.
Strategy
Expert in brand, content, and social media strategy.
Social Media Consulting
Help businesses grow social media accounts cost-effectively.
Content Calendar Creation
Creating content calendars for target audiences at optimal times.
Research & Insights
Conducting in-depth research to understand consumer needs and inform strategic decisions.
GOLD: Instagram Partnership, Insights & Trends
Shorty Awards
GOLD: Other Platform Partnership, Event and Experiential
Shorty Awards
SILVER: Print & Out of Home
The ADCC
