Great agencies practice what they pitch.
The Challenge
Mintz + Hoke is a full-service advertising and communications agency with multiple specialized internal departments. Like many agencies, maintaining an active, engaging social media presence for its own brand requires a steady pipeline of creative content ideas that resonate with both industry peers and prospective clients.
Social media analytics indicated that pop culture-driven posts consistently outperformed other content types in terms of reach and engagement. The challenge was to identify a trending content format that could be authentically adapted to showcase the agency’s culture and departments.
The Solution
Drawing on the analytics insight that pop culture content drove strong engagement, I identified a viral social media trend — “Ask Your Friend What _____ You Are” — as an ideal vehicle for showcasing the distinct personalities of Mintz + Hoke’s departments. This trend uses relatable, personality-driven descriptions within a shared category to encourage audiences to tag friends, spark conversation, and share the post.
I adapted the trend for the agency by creating a carousel series titled “Ask Your Friend What Department You Are.” The post featured seven slides, one for each agency department, with a branded title card as the opening frame using the Mintz + Hoke logo and the agency’s signature teal color palette.
Based on my drafts made on Canva, the creative team transformed the post into a professional representation of the agency.
The Outcome
The post performed strongly across the agency's two primary platforms.
These analytics validate the strategy behind the concept. Ranked as the top Instagram post of the month, among all content the agency published, demonstrates that trend-informed content development is a legitimate strategic tool, not just a creative instinct. It also confirms that internal brand content, when done well, can perform just as competitively as client-facing work.
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515 impressions
19 likes
1 share
#1 post on the agency’s Instagram for the month of December
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512 impressions
8 likes
1 comment
Second top-performing LinkedIn post that month
