CREATIVITY

that Drives National Visibility

Franklin’s goal of establishing a national presence requires more than just a traditional branding campaign. It calls for a social media strategy that blends creative content with intentional execution, prioritizing authenticity, timeliness, and audience engagement.

The following examples demonstrate our ability to craft creative, impactful social media content that aligns with algorithmic trends, fosters community engagement, and drives measurable outcomes. By leveraging authentic, user-inspired formats and a deep understanding of platform dynamics, we help brands like Franklin stand out in competitive national landscapes.

Our experience—and data—shows that audiences engage more with content that feels real and relatable. For Franklin, this means leaning into user-inspired visuals, alumni stories, and timely, platform-relevant formats like carousels, reels, and live sessions.
By focusing on authenticity, we’ll create content that not only captures attention but also builds trust and loyalty—key drivers of sustained growth for a national presence.
Strong social media isn't about having the fanciest designs or the biggest budgets—it's about having your finger on the pulse. It’s like joining a conversation at the perfect moment, knowing what your audience cares about, and offering something they can't scroll past. It’s not about perfection; it’s about connection. The best content feels timely, relevant, and authentic—not overly produced. By aligning creativity with Franklin’s mission, we’ll build a social media presence that drives engagement, strengthens community, and positions Franklin as a leader in online education.
We look forward to bringing this approach to Franklin’s goals and helping the University achieve its vision for national recognition.

THE WORK

The Women’s Fund of Central Ohio: The Moment is Now

The Women’s Fund of Central Ohio engaged Geben to produce a creative piece of content to set the tone for Keyholder, their annual event.
Geben leveraged a very timely speech from Oprah Winfrey during the #MeToo Movement, and collected a range of news clips to underscore why the social change work of The Women’s Fund is so critical.
Whether it’s an in-person event or social media content, storytelling must be highly relevant to the audience. Tapping into pop culture and newsworthy moments (or memes!) elevates relevance and deepens the audience’s connection to your brand. This video earned Best of Show from PRSA of Central Ohio and helped The Women’s Fund exceed their fundraising goals for the event.

Atlas Butler Heating, Cooling & Plumbing

Given how important YouTube is for search–and knowing AI is influencing search rankings–Atlas Butler partnered with Geben to elevate their YouTube presence. As part of this, we created a holiday video designed to support brand awareness and internal culture building. Geben wrote a script based on ‘Twas the Night Before Christmas, which was tailored for HVAC/plumbing and Atlas Butler’s history.
The CEO read this fun twist on the beloved holiday classic, which humanized the brand, tugged at heartstrings, added some levity to HVAC (not normally seen as a “fun” industry). This also reinforced Atlas Butler’s positioning as a family-owned business.
This video was part of a larger overarching YouTube strategy. That quarter, Atlas Butler’s YouTube channel saw a major spike–334% year-over-year impressions and 70% year-over-year views–thanks in large part to the success of this video.

Nationwide Children’s TikTok Strategy Elevates Engagement, Growing Their Account from Hundreds to Millions of Viewers

Nationwide Children’s Hospital decided TikTok could be a helpful platform to continue to build their brand nationally, helping connect with parents who see TikTok as a discovery engine.
Our research included auditing how other healthcare brands leveraged TikTok. Combining that with NCH’s goals, we identified “white space” where NCH could differentiate itself and developed a comprehensive strategy to help NCH build a national following. Because TikTok is a unique platform, our recommendations honored the NCH brand standards while recommending content that fits within the TikTok ecosystem.
After beginning to implement our TikTok strategy, NCH became the number-one children’s hospital on TikTok, with videos regularly receiving millions of views.

Walgreens Transforms Internet Moment into Lasting Viral Sensation with Strategic Organic Engagement

Geben served as Walgreens community manager for over five years. In this time, we were charged with building and executing an organic social strategy that incorporates strategic content, while infusing highly engaging moments to expand the audience and drive share of voice.
Social media creativity is more than aesthetics—it’s about creating meaningful connections through strategic, audience-focused content. When Al Green shared a photo of a Walgreens sign that an artist turned into an “Algreens” sign—our team immediately shared the Tweet with an Al Green lyric. We knew this would resonate with our audience and allow us to infuse some personality and playfulness into the online content.
The internet exploded with a positive response, moving up to #12 on national Twitter trends with 8.2k shares and 45k likes. Additionally, sites like The Huffington Post covered the content, elevating the virality.

The Kitchen: Cookin’ For Love

Cookin’ For Love was an Instagram Stories campaign created for The Kitchen, designed to spark connection on Singles Awareness Day (February 15). This campaign transformed social media from a tool for consumption into a platform for participation. Using food-themed matchmaking questions, interactive polls, and in-feed content, the campaign turned passive scrolling into an engaging, shared experience centered on love, friendship, and food.
This campaign exemplifies how creativity and playfulness can transform social media engagement. Participants answered whimsical compatibility questions, such as “Sweet or Savory?” and were matched with categories like “Would Make a Great Charcuterie Board Together.” Through clever interactive polls, surveys, and themed pairings, Geben encouraged users to revisit and share the experience throughout the day. This approach didn’t just generate buzz—it embodied The Kitchen’s values of inclusivity and community, turning social media into a platform for joyful, shared connections.
The Cookin’ For Love campaign exceeded all expectations. Instagram Story impressions skyrocketed by 373%, while engagement surged with a 154% increase in comments and a 13% boost in saves. By blending playful creativity with authentic connection, Geben successfully transformed The Kitchen’s audience into an engaged, interactive community.

Dravet Syndrome Foundation

Geben collaborates with the Dravet Syndrome Foundation to create eye-catching infographics and compelling social media content designed to educate audiences, maximize algorithmic reach, and raise awareness about this rare and complex disease. Through a strategic blend of creative direction and data-driven analysis, Geben ensures the content not only grabs attention but also drives meaningful engagement and action.
Dravet syndrome is often underdiagnosed or misdiagnosed, making national awareness essential. Raising visibility helps ensure proper diagnosis, access to care, and critical funding for research and treatment advancements. The creative content Geben produces serves dual audiences: individuals affected by Dravet syndrome and the healthcare providers who need to recognize and diagnose it. By leveraging algorithm-friendly formats and visually impactful storytelling, Geben transforms social media into a powerful tool for education and advocacy.
Geben’s approach consistently delivers remarkable results. Awareness campaigns have driven significant increases in overall reach, impressions, and engagement, including a 300% rise in engaged website sessions. By pairing creative analysis with strategic execution, Geben ensures each round of content builds on past successes, raising awareness, driving traffic, and advancing fundraising efforts year over year.

Donatos

Pizza is a commodity that requires creativity to stand out. As Donatos' social media partner, Geben developed audience-focused social campaigns to build the brand in alignment with its national expansion goals. For example, a Halloween-themed Instagram Stories campaign captivated audiences during the year’s most competitive pizza night. A playful “birth announcement” campaign for Donatos’ new Signature 5-Cheese Pizza featured a humorous gender-reveal-inspired video with an OBGYN performing an ultrasound on a pizza box.
Both campaigns highlight Geben’s ability to leverage timely, interactive, and highly shareable content to engage audiences. The Halloween campaign drove real-time engagement with sequential storytelling, while the pizza birth announcement captured attention with humor and originality. These strategies align with national branding goals by creating memorable, buzzworthy moments that drive visibility and connection with the brand.
Geben’s social media strategy delivered measurable impact, achieving a 25% year-over-year increase in impressions and engagements. Feel-good stories about Donatos’ community partnerships emerged as engagement drivers, dominating social interactions and showcasing the power of authentic storytelling. Influencer collaborations proved equally impactful, with nano-influencers driving engagement rates 4x above industry benchmarks. On Instagram, Geben developed a campaign that fueled a 67% monthly follower growth rate, surpassing key milestones and driving a 483% year-over-year increase in website traffic. Revenue from organic social media links consistently grew, with monthly increases of up to 30%. More visibility. More engagement. More growth. And, yes, more pizza orders.
These results highlight Geben’s ability to combine storytelling, influencer strategy, and audience-focused execution to drive both visibility and meaningful business outcomes—an approach ready to amplify Franklin’s national brand and audience engagement.

Columbus Marathon

As a Boston Marathon qualifier, the Columbus Marathon attracts runners from across the nation, with 45% of its social media followers located in cities outside the region. This necessitates aligning content strategies to support both its local event roots and its growing national presence.
Social media serves as the primary platform to communicate the partnership with Nationwide Children’s Hospital, positioning the Columbus Marathon as the most meaningful marathon in the country while helping to raise over $10 million to date for the cause.
After navigating a decline in registrants during COVID-19 and managing capacity limits, the Columbus Marathon faced the challenge of rebuilding registration momentum. By leveraging timely trends in social media creative and strategy, registration levels have not only rebounded but now exceed pre-pandemic numbers, with the event selling out months in advance.
By prioritizing creative Reels and live event coverage, Geben amplified Columbus Marathon’s national brand presence over the years - this year driving over 200,000 video views (a 73% increase from last year) and generating 871,000 impressions. This dynamic approach fueled 32,500+ engagements, 674 new followers, and heightened visibility for key moments like the inspiring female winner announcement.

Lipedema Foundation: Lipedema Awareness Month

Lipedema is a common but often misdiagnosed disease that primarily impacts women. To raise awareness and empower women to advocate for their health, the Lipedema Foundation partnered with Geben to craft a comprehensive digital strategy and execute a highly targeted social media campaign during Lipedema Awareness Month in June.
Lipedema Awareness Month offers a unique, timely opportunity to spark widespread online conversation and advocacy. Geben developed a social toolkit to amplify voices within the community, encouraging those with Lipedema to share their personal stories. This initiative aimed to destigmatize the disease, educate audiences, and foster empowerment through storytelling and engagement. The "Living Fully with Lipedema" storytelling series became the heart of the campaign, humanizing the cause and driving meaningful connections across digital platforms.
Geben’s strategic approach delivered measurable growth and lasting impact for the Lipedema Foundation. The campaign attracted 1,300+ new followers and boosted total social media engagements by 95%. Impressions surged by 133%, while social-driven website visits increased by 90%, demonstrating the campaign’s ability to direct traffic to key resources. Additionally, the Lipedema Foundation ranked as the top search result for "Lipedema Awareness Month," email engagement doubled–underscoring the power of intentional storytelling and audience-centric strategy in building awareness, fostering advocacy, and driving action.
The heart of the campaign was its "Living Fully with Lipedema" storytelling initiative, which centered on real stories of advocacy and empowerment. This approach generated over 100 uses of the hashtag on Instagram and positioned the Lipedema Foundation as the #1 search result for "Lipedema Awareness Month," driving 33% more impressions. Email engagement also saw significant growth, with click-through rates doubling from 3% to 6%, illustrating deeper engagement with the community across multiple touchpoints.
These outcomes demonstrate the power of Geben’s strategic, data-driven approach to awareness campaigns—creating a ripple effect that fuels education, advocacy, and lasting impact for the Lipedema community.