Social media & community marketing

Bibiane Huang

I rebuild student brands with consistent content and outreach that gets people to show up, then keep showing up.

Based inBay Area, CA

EducationUC Berkeley, B.S. Conservation Resource Studies, 2025

NowSocial Media Manager, A2F Berkeley

Featured case study
Aug 2026 – present

Bringing A2F's Instagram back to life

Social Media Manager, A2F Berkeley · Leading a team of 4 interns

The problem

A2F's Instagram had gone inactive, and the club carried a reputation it needed to move past. The few posts that existed were event announcements, which gave students little reason to follow between events.

The goal

Rebrand A2F through a consistent posting schedule, so new students meet the club through its people and community before they meet a flyer.

Step 1Take over the accountReclaimed the dormant account and reviewed what had been posted before.
Step 2Shift the messageMoved content from event promotion toward building connection.
Step 3Set a weekly cadenceBuilt a weekly posting schedule so the account shows up reliably.
Step 4Run the teamSplit content production across 4 interns with clear ownership.

Results

Instagram Insights, last 30 days (Sep 7 – Oct 6, 2026)

Views23,996across Reels, posts and Stories

Viewers5,849unique accounts reached

From non-followers67%of views came from new audiences

Interactions474likes, comments, shares and saves

Daily viewsValues traced from the Insights chart, so daily figures are approximate.

Reels reach new students

Reels17K

Posts5K

Stories1.9K

FollowersNon-followers

About 14K of 17K Reel views came from people who don't follow A2F yet, so Reels are how the club gets discovered. Posts mostly reach existing followers.

Post	Views	Likes
"This is your sign to bring you…"	4.4K	63
"Need a place to study tomo…"	4.0K	60
Fall retreat recap	2.6K	48
House Church ("Where are you right now?")	2.0K	52
"Consider this our very fashi…"	1.8K	32
Campfire. S'mores. Spikeball.	1.5K	36
Back 2 School ("Recess is BACK")	1.4K	31
Beach hangout	1.4K	29

Selected posts

Back 2 School flyer: A2F's first large group, Friday 9/25 at 6:30 PM, with grilled cheese, content and connections, set over a sunset photo of the Campanile — Events · Feed postBack 2 SchoolInvite for A2F's first large group of the semester. A golden-hour Campanile photo and a short hook (grilled cheese, content, connections) instead of a text-heavy flyer.

Trends · Reel"Where are you right now?"A trending text-message format laid over a real A2F community dinner, so new students see what being part of the club actually looks like.

Events · ReelAbout House ChurchWeekly Sunday promo styled as a computer desktop. A notes window gives the details, and folders like "The People" and "The Food" show what a Sunday looks like.

Tool I built
For the A2F team

A2F Content Hub

A shared dashboard that runs A2F's content from idea to posted, with deadlines, owners and results in one place.

Why I built it

With four interns making Reels, Stories and carousels, deadlines slipped and nobody could see what was in progress. I needed one place where each person sees their own posts and I see the whole team.

How it's organized

Every intern owns one content bucket. A post takes its color from its owner's bucket, so the calendar shows the content mix at a glance.

Buckets view: four cards for Community Spotlight and Storytelling, Events and Live Coverage, Trends and Entertainment, and Community Engagement and Partnerships, each listing owner, content types, formats, metrics to track and rules — BucketsEvery intern owns one laneEach bucket spells out what to make, which formats to use, what to track and any house rules. I set these up so interns never have to ask what counts as their content.

Calendar view for Oct 4 to Oct 17, 2026, with bucket toggles on the left and posts like Fall Retreat Recap, Staff Intro Color Reel, Day in my life student reel and 0.5 Reel at Fentons on their due dates — CalendarTwo weeks at a glance, colored by bucketI check this first to see whether the week has a healthy mix. Posted items are struck through, and I can switch buckets off to see one intern's load.

Pipeline view: workload cards for each team member above six columns, Idea, Script, Filming, Editing, Manager review and Posted, holding color-coded post cards — PipelineFrom idea to posted, with a review stepPosts move through six stages, and nothing goes live without passing manager review. The cards across the top show each person's open workload.

Snapshots of the live hub, October 2026.

Also in the hub

Deadline alertsFlags anything due in the next 48 hours or overdue, filtered to whoever is viewing.
Posted logCaptures the live link, two Insights numbers per bucket and what worked, with weekly totals.
Trend radarA weekly log of audio, formats and hooks, each with an A2F version and a use-by date.

Consulting project
2024

Getting Starbucks customers to see its sustainability work

Student consultant, Starbucks client project · Team of 6 · UC Berkeley

The question

With Chipotle's former CEO, Brian Niccol, taking over Starbucks, the client asked how Chipotle's sustainability practices compare and what Starbucks can learn from them.

What we found

Starbucks's supply chain practices already back up its goals better than Chipotle's do. The real gap is awareness: customers don't know about the work. Chipotle is better at telling that story, so that's where Starbucks can learn.

The pivot

Midway through, the client's focus shifted from reporting to customer engagement. We reworked the project around how Starbucks talks to customers, and I set up biweekly reviews with our faculty advisor to test each deliverable as it changed.

How we got there

We compared both companies' 2023 sustainability goals and 2018 progress, tracked media coverage and Starbucks Stories releases, and ran our own customer survey on coffee habits and attitudes toward sustainability.

From our customer survey

135 responses

Care about it68%ranked sustainability as a priority

Don't know65%weren't aware of Starbucks's sustainability efforts

Want to learn50%want to learn more about its initiatives

Where they look70%get sustainability news from social media

Recommendation 1Put impact in the appA "StarSteps" tab showing each customer's water, carbon and soil impact, plus cups reused.
Recommendation 2Starbucks FrappedA Spotify Wrapped-style year in review that pairs top orders with sustainability stats, built to be shared.
Recommendation 3Social and creatorsA Gen Z cup design contest with college partners, and collabs with coffee creators like James Hoffmann and Anna Sitar.
Recommendation 4Tell it in store"Bean to cup" storytelling in cafés, and a free drink for every hundredth customer who brings a reusable cup.