Reading twelve thousand posts to write one better creative brief
Greenline Movement — UGC Insight Engine. Hashtag scraping and content analysis that fed the next quarter’s creative brief.
Client
Eco-lifestyle campaign (anonymised)
My role
Research lead
Timeline
Q1 2026 · 4 weeks
Capabilities
Social listening · Research
[Recreated key visual — no real logos, plates or faces]
Problem
The campaign hashtag was busy, but nobody knew what people were actually posting about.
Approach
Scrape public posts, tag them by theme and format, then compare themes against engagement.
Result
Three content pillars for the next quarter, each backed by what users already made.
Context
A community campaign had grown a hashtag with thousands of posts. Reports counted mentions, but the creative team still briefed from instinct.
Approach
We collected public posts, removed duplicates and tagged each one by theme, format and tone. The point was to find patterns people were already repeating without being asked.
What I’d change
Tag a sample by hand before building the taxonomy. Our first category list was too close to the brand’s own language and missed how users described the topic.
Results
12k+public posts collected and tagged
3new content pillars adopted
Brand name, visuals and figures are anonymised. Metrics are rounded or shown relative to a baseline to protect client confidentiality.