I spent the summer researching what anglophone audiences actually search for when they're thinking about moving to Paris.

What questions are they asking? What content do they follow?

I needed to find what makes them stop scrolling. A great task for me, an American, foreign to the city.

From there, I built a content strategy from scratch, pitched and developed video concepts, fully edited the videos, and managed publishing across Instagram and YouTube.

The strategy worked. Engagement on YouTube went up 30%, we hit 11.2K impressions, and 85.1% of those viewers were new to the brand — people who had never heard of Paris Living before finding us through curated content.

That's what good research does. It’s created for the person on the other side of the screen, or the world for that matter.