Most strategists have never had to make the content.
Dara Tosheva is a social media strategist and content creator based in Copenhagen. She’s lived on both sides of the brief, inside brands like Villa Copenhagen and Doubble building strategy, running influencer campaigns, and shaping activations across six European markets, and in front of the camera herself as a creator, working with L’Oréal, Urban Decay, La Roche Posay, and many more. She has an MSc in General Management and Analytics from Copenhagen Business School, which mostly means her strategy comes with the receipts. She knows what a good brief looks like because she’s written them, and what a good video looks like because she’s shot them.
02 — Work
The reel
Video content for Villa Copenhagen and Rug Bakery shot by @anthonybogdan — Dara coordinated and produced the events.
In one quarter, Dara grew Villa Copenhagen’s Instagram following to 100k. Fashion week ran through the hotel: catwalk shows in the building, the Copenhagen Fashion Week x Social Works styling lounge, and the A-list influencers who came with it.
Dara coordinated every event and every influencer deliverable, from fashion week to the pop ups running throughout the year. Plus a TikTok presence built from the ground up and two in-house restaurants, RUG and T37, kept constantly fed with new menus, events, and content.
Rug Bakery
Dara put bake-alongs, fashion week food events and creator takeovers into Rug Bakery’s calendar. In six months she took the account to 26,000 followers, and there was a queue down the block.
Events, the website and the socials, working together. The activations gave people a reason to film; the channel and the site had to keep up.
Doubble
A Danish dating app, socials built from scratch. Dara took TikTok past 24 million views in under a year.
Dara’s takeaway: know which metric a video is for before you shoot it. Reach and conversion are not the same brief.
04 — Services
Social media strategy
Dara audits what you have, works out who you’re actually talking to, and builds the pillars and calendar everything else runs on. Strategy you can act on Monday, not a deck you file.
Channel management
Dara runs calendar, formats, community and reporting across TikTok and Instagram. Retained clients only.
UGC video
Dara scripts, shoots and edits every video herself. Talking to camera, voiceover, unboxing, demo and lifestyle, delivered in every ratio you need.
UGC photo
Dara shoots lifestyle and product stills that match the video, so a campaign looks like one campaign.
Influencer campaigns
Dara handles creator sourcing, briefing, contracts, usage rights and reporting. She briefs creators the way she wanted to be briefed.
Brand collateral
Menus, one pagers, signage and print, built to match what’s running on the channels.
Events and activations: occasional, Copenhagen only. Ask Dara.
05 — How it works
01
Audit
A 30 minute call, then Dara goes through the last 90 days of your channels, your best and worst performing posts, and what your competitors are actually getting away with. You get a straight read on what’s working and what’s quietly wasting your time.
02
Audience and goals
One clear line on who you’re actually talking to, and one goal per platform per quarter with a number attached. Vague ambitions like ‘more engagement’ do not survive this step.
03
Platforms and pillars
Where you should be posting, and the three to five recurring themes worth building everything around. This is what stops the reinventing of the wheel every Monday morning.
04
Calendar and content
A calendar mapping what goes out, where, and when, and then the content actually gets made against it, scripted, shot, and edited by the same person who wrote the plan.
05
Measure and refine
Numbers get pulled monthly, not obsessively. What performed gets more, what didn’t gets cut, and the whole thing gets restructured every quarter. Most strategies need three months before they prove anything, and Dara will tell you that upfront rather than after.
06 — Packages
One to two weeks
Strategy Sprint
Where most brands should start.
Dara audits your channels and your existing content.
She scans your competitors and your category.
She defines your content pillars and the formats worth betting on.
She builds a full quarter of calendar.
She runs one walkthrough call and hands everything over ready to run.
For brands who already know exactly what they want.
Dara delivers three to four videos on one concept with two hooks each, in all ratios and with captions, or six to eight videos on three concepts with ten stills.
What does a social media strategist do that a UGC creator doesn’t?
A UGC creator makes assets. A strategist decides which assets are worth making. Dara sets the channel roles, the formats and the posting rhythm first. Then the content gets made against that plan, not against a guess.
Can I hire Dara for strategy on its own?
Yes. Some brands already have a creator or an in-house team shooting. Dara builds the strategy, the format system and the calendar, then hands it over. Your team executes it.
Can I hire Dara for UGC on its own?
Yes. If you already know what you need shot, Dara scripts, shoots and edits it. No strategy engagement required. This is the most common first project.
Why does it matter that the same person does both?
Strategy usually dies in the handover. A deck says one thing, the creator shoots another, and nobody notices for a month. Dara writes the plan and then shoots against it herself. Nothing gets lost in a brief.
What does a strategy engagement include?
A channel audit, then the decisions that follow from it. Which platform does which job, which formats to run, how often, and what to measure. You get a format system and a 90-day calendar. Dara reviews performance against it and adjusts.
Do you work alongside our in-house team?
Yes, and that is usually the better setup. Dara has been the in-house marketing coordinator, at Villa Copenhagen, Rug Bakery and T37. She knows what an internal team needs from an external one. She briefs the way she wanted to be briefed.
How do you measure whether it worked?
By deciding what each channel is for before anything is shot. At Doubble, TikTok carried reach and installs while Instagram carried credibility and the App Store link. Two channels, two metrics. Reach and conversion are not the same brief, so they are not reported as one number.
Do I need to ship you product?
Yes, for any project involving content. Dara confirms a shipping address at scoping.
Are you in the videos?
Yes, by default. Dara appears on camera for talking to camera, voiceover, unboxing and demo. If you would rather the product carry the video, that works too. Say so in the brief.
