Cal – Social Media Growth Strategy Summary
Task
Cal Women’s Basketball lacked a structured social media strategy, with no clear content pillars, themes, or engagement plan. To elevate the program’s digital presence, a comprehensive content strategy was needed to drive growth, engagement, and brand recognition.
The Results
Established a structured content strategy with defined themes, algorithm principles, and engagement tactics, creating a sustainable foundation for continued brand expansion and audience connection.
Implemented a data-driven content strategy that organically grew Instagram from 9K to 24K and TikTok from 1K to 30K, transforming Cal Women’s Basketball into a dominant digital presence.
Developed compelling, on-trend content, storytelling, and strategic collaborations, including a viral TikTok featuring Steph Curry (6.9M views, 1.3M likes), cementing Cal’s status as a social media up-and-comer in college sports.
Strategy & Structure
Structured Social Media Plan
Built a scalable content plan, including content themes, algorithm principles, SWOT analysis, goal setting, and performance benchmarks. Transitioned content management from Google Sheets to Notion for improved organization.
Platform Growth
Growth Goals
I created goals by analyzing our direct competitors. Our plan was to be the best out of the 12 teams in our region (Pac-12 Conference). Other big name brands with 20-50k more followers (ie. UCLA, Oregon, Washington) were leading in many categories, including average video views (reels).
In just two months we surpassed them and rose to #1 in average views of our video content. The follower total grew exponentially by the 12 month and 24 month mark.
A consistent goal moving forward was hitting a consistent post frequency, and a focus on 2 unique video reels a week (at minimum) knowing video would be key to growth & engagement.
I tracked data in Keyhole and the native tools in each platform. Some important data:
Organically Tripled (3x) on Instagram (approx. 9k-24k).
Organically increased 30x on TikTok (1k to 30k).
Doubled important instagram metrics (follower rate, engagement) in my first 3 months.
Viral & High-Impact Content
Stephen Curry Collaboration
As part of a campaign to elevate the Cal brand and bring exposure to our star player Jayda Curry, we collaborated with Steph Curry 2 years in a row. The first was a meeting between Jayda and Steph at the warriors facility. The second was inviting Steph to attended a Cal game, and speaking in the locker room after the game.
We leveraged prime content, especially of Steph reacting to Jayda’s court play, that burst into the millions for engagement on TikTok.
Along with collaborations with Steph Curry, I also strategized content with prominent Bay Area accounts such as @hyphyculture and large sports accounts such as @ballislifie
Quality Content
Our team never compromised on content. Every post was intentional, and true to the brand. We moved fast, jumping on trends in real-time and keeping Cal Women’s Basketball ahead of the curve. We mastered the balance between strategy and spontaneity, blending real moments with authentic storytelling. Setting new standards for engaging video content as well the visual identity on photo/graphic posts and carousels.
(Featured video content by Video Director, Kiaira Cooper – along with pieces of our collaborative content and my solo content)
