Emma joined the Pop team in January, during their transition from a local pop-up on a college campus to a national e-commerce brand. Emma created a social media strategy to align their marketing efforts with their growth to e-commerce.

Initially, Pop's social media focused on on-campus events and sustainability reports. Emma saw an opportunity to showcase their thrifted collections to a broader audience and boost sales. Pop already had a model that followed Gen Z's fashion trends, with monthly collection drops and consistent restocking of core collections. Emma suggested a new Instagram format: nine posts signaling monthly drops and three posts for new core collections. Emma photographed their maximalism collection, giving their followers a visual storytelling experience about Pop's changing aesthetics.