Angela Unwrapped
Social Media Strategy · Content Creation @angelaunwrapped — Instagram
The Project
What started as a branded content class assignment became one of the most unexpected things I have ever made. The brief was simple: choose a brand, become a fake ambassador, and post for a week straight to understand social media algorithms and audience attention firsthand.
I chose Durex. A brand I knew nothing about, in a space surrounded by taboo, awkwardness, and content restrictions. I chose it precisely because it wasn't going to be easy.
The Strategy
My approach was never to be educational or polished. It was to normalize. To take something people find uncomfortable and make it funny, human, and completely easy to talk about. The strategy was just being myself, unfiltered, unscripted, and unapologetically real in a way that Instagram had mostly forgotten how to be.
Most of the content came together in the moment. I had a loose plan, but threw it out constantly. I never filmed anything twice. I never tried to look perfect. The content was more TikTok than Instagram, raw, spontaneous, funny. At a time when everyone's feed was curated to the point of feeling fake, I just showed up as a real person. Turns out that's exactly what people wanted.
Results
After 1 week:
30K followers.
Over 20 million views accumulated.
My second video alone: 4.1 million views.
My most viral video to date: 11 million views, 484K likes, 16.4K shares
I kept the account after the project ended. I still post occasionally, every few months, whenever something feels worth sharing. It was never meant to last beyond a week. It's still going.
What I Learned
Virality is not a formula.
But it does have conditions, and the biggest one is honesty. The moment you stop performing for the camera and just exist in front of it, something shifts. People feel it. They share it. They come back. @AngelaUnwrapped taught me more about social media in one week than any brief, strategy deck, or analytics report ever could.