For the “Ugly Drawings” project, I explored a more relaxed and intentionally informal creative approach, developing simple, hand-drawn illustrations of Berkeley landmarks to test how lower-production, personality-driven content would perform compared to more polished visuals. By leaning into humor and relatability, the content was designed to feel approachable and organically shareable, ultimately resonating strongly with the audience. The post went on to generate over 1.2 million views, reaching more than 225,000 accounts and driving over 30,000 interactions, including more than 24,000 likes, over 4,700 shares, and 100+ follows, making it one of the top-performing posts on the @ucberkeleyofficial Instagram in 2025. The success of this project reinforced a key strategic takeaway in my social media work: less formal, more authentic content can often outperform highly produced assets, encouraging stronger engagement, increased shareability, and a deeper connection with the audience.