Lucid · Viral social campaign
Lucid Explains the Internet
Led the relaunch of a series everyone had written off to 0 to 300K+ TikTok followers — still the brand’s primary content pillar.
Lucid TikTok clip
Lucid TikTok clip
Lucid TikTok clip
Insight
The series wasn’t dead, it was mis-formatted. The concept still landed — the runtime and pacing belonged to a platform that no longer existed.
Strategy
Rebuilt “Lucid Explains the Internet” as a weekly platform-native format for TikTok and Instagram — shorter, faster, trend-aware — and led the creative team’s production system. Owned B2C social strategy across TikTok, Instagram, and Facebook on a test-and-learn cadence.
Role
Built the strategy, managed the creative process, posted the content.
5M+
TikTok views, 4M+ likes
0 → 300K
Followers · SAMY Award winner
~200%
MoM reach improvement