ADT, a 150-year-old security brand, needed help making a splash in the world of TikToks, Reels, and trending tweets. As lead writer for both organic and paid social, I redefined the brand’s social persona and built a full content playbook from editorial calendars to custom posts that leaned into cultural moments and trending audio.

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The result: a more human, approachable voice across platforms, greater real-time relevance, and content that resonated across channels.