top of page

Director of Marketing & Social Media

Linktree

When I joined Linktree, the brand carried a reputation as a platform primarily for adult entertainment creators not the tool for everyone it actually was. Every strategic decision I made was in service of one goal: shifting that perception through content, community, and culture.

CASE STUDY 01

Repositioning a brand identity through its first-ever editorial campaign

Linktree had never done a photoshoot. I made the case for one and used it to prove the brand belonged to everyone.

The Problem

Linktree was perceived as a tool for adult entertainment creators not a platform for the small business owners, musicians, fitness creators, and makers who were already its most active users.

 

The brand had never invested in original visual content, and internally the hesitance was real: why spend money on a IRL content for a digital product? Because without a visual identity rooted in real users, the brand would never escape its reputation.

Strategic Argument
The pushback was that we were a digital company; IRL didn't apply to us. My counter was that the most viral brand moments on social weren't purely digital. They were brands merging physical and digital in ways that felt human: Pinterest developed events going viral, brand activations becoming content. IRL doesn't replace digital. It creates it.
Miles 2.png

The goal wasn't a photoshoot. It was visual, undeniable proof that Linktree belonged to everyone: the podcaster, the artist, the fitness creator, the small business owner.

What I Did

I identified Linktree's highest-traffic user verticals and cast one real, high-traffic Linktree user from each: not influencers, not models, actual community members whose Linktrees were already working for them.

We shot everything on an iPhone, deliberately leaning into the analog aesthetic that was cutting through algorithmically while signaling authenticity over production value.

Five creators. Five verticals. One message: Linktree is for everyone.
1 Koy.png
2 Pistakio.png
3 Miles.png
5 Kelsey.png
4 Zay.png
The Impact

+769%

Social impressions

+2,028%

Reach

+1,300%

YoY engagement across socials

+5,000%

CTR

Notable Moment

Linktree's first SAG Awards 2025 red carpet
Linktree had never shown up at a major cultural moment in real life. I changed that by producing the brand's first-ever live red carpet coverage at the SAG Awards 2025. The casting choice was intentional: rather than a traditional host, we partnered with an aspiring actress who worked as a background actor (a real Linktree user, with real stakes in that room.) Her banter was contagious.

We ended up interviewing the CEO of Netflix on the red carpet. The next day, their team had watched our TikTok. For a tech tool that had never been in that conversation, that was the moment everything shifted.

© 2020 by @hansjordanp

bottom of page