Väsala

One of the projects I took on was the rebranding of Vässla, a company recognized for its high-end electric bikes. This task required me to analyze their social media presence and develop a new branding strategy.

What I had to do first

First, I analyzed Vässla's existing social media presence and did a content audit, then thoroughly examined their competitors. Subsequently, I focused on understanding their target market in detail.

the change

One thing that became clear early on was the lack of inclusivity in the brand’s social presence. The content seemed to speak to a narrow group, which risked leaving others out.

We discussed how to better reflect diversity by including people with different body types, backgrounds, and visible or invisible disabilities. It was also important to see the user as more than just a cyclist, but as a full person with other dimensions.

the channels and what was their voice

One thing we noticed was a strong focus on self-promotion, often at the expense of dialogue with the audience. We discussed how more interaction—especially directly with followers—could help build trust and feel more genuine.

I also encouraged us to think about inclusion, both in voice and representation, across platforms.

For TikTok, I suggested we experiment with short, human-centered stories. On Meta platforms, the recommendation was to highlight the people behind the brand—to make things a bit more personal, and a bit less polished.

How do we boost engagement and reach, as well as KPIs?

One thing we discussed was the value of genuine interaction over pure promotion. While paid campaigns have their place, we’ve found that organic content often performs better when it’s posted with timing and audience insight in mind, especially when supported by past performance and competitor analysis.

When publishing, it’s helpful to focus on clear metrics, such as likes, shares, and comments, to understand what’s working. While follower count matters, visibility and engagement tend to say more about content quality and timing.

types of content

After reviewing their content and identifying patterns, I chose to move from a more static posting style to one focused on interaction.

The goal was to make the content more relevant and engaging by addressing topics the audience cared about—encouraging conversation rather than just broadcasting updates.

Billdu

overview

Billdu is an invoicing app used by freelancers and small business owners.
The brand is already doing well, with many active users and a warm, friendly tone on the website. But that personality hadn’t yet made its way into social media.

The goal wasn’t to reinvent the brand—just to carry over what was already working.
This project focused on creating a content strategy that felt more human, approachable, and consistent across platforms.

what was done

When looking at the brand, several steps were taken to build a clear picture:

Explored what Billdu stands for—its story, tone, and purpose.
Looked at the customer base to understand who uses the platform and why.
Ran a content audit to review what was already being shared and how it aligned with the brand voice.
Analyzed a few key competitors to see how they were showing up—and where Billdu could take a different, more human approach.

This laid the foundation for:

Tone and content
Community strategy
Platform focus

Who is Billdu?

Before diving into strategy, I wanted to understand the heart of the brand.

Billdu started with a simple goal: to make invoicing easier for small business owners. Their website already carried a friendly and helpful tone, and their product had solid traction, with over 600,000 users and strong app reviews. It was clear the brand didn’t need a reinvention. It just needed consistency across platforms.

Who uses BILDU?

Freelancers, contractors, designers, cleaners, coaches, mechanics, and many more.

People who run small businesses and need simple tools that help them get through the day—without extra fuss.

They’re focused on their craft. Billdu helps with the rest.

WHAT IS WORKING

Billdu’s tone is already strong, helpful, friendly, and easy to relate to. But that voice didn’t come through on social media.

The brand’s channels felt quiet, with limited content and little visual identity. There was room to show more personality and build trust through small, consistent actions.

competitors

Looking across Honeybook, Square, FreshBooks, and Wave, one thing stood out: the best brands do more than post—they connect.

What most miss is a tone that’s warm, funny, helpful, and human. That’s where Billdu can stand out.

The tone was already proven in Billdu’s own ad—self-aware, a little cheeky, and easy to relate to. It didn’t sound like a tech company. It sounded like a savvy friend who gets small business life.

So the opportunity wasn’t to start over, but to carry that same tone over to social.
Not by repeating the ad, but by applying that same energy:

Helpful. Human. A little cheeky. Always on their side.

CONTENT AND PLATFORMS

Billdu didn’t need to be everywhere—just in the right places. The recommendation was to focus on:

Instagram for visual, relatable content.
LinkedIn for thought leadership and product updates.
YouTube for deeper tutorials and evergreen content.
TikTok (as secondary) to repurpose short-form content that feels native.

The goal was consistency, not content overload. That meant repurposing content smartly across formats.

content

Good content meets users where they are. That’s why Billdu’s plan balanced:
- Short-form = Attention (Reels, Shorts, TikToks)
- Long-form = Authority + Connection (LinkedIn Lives, tutorials, walkthroughs)
Every platform had its own role:

INSTAGRAM

Goal: Be the go-to brand for freelancers who want real talk, fun, and quick wins.
Tone: Relatable, funny, visual.
Formats: Reels, spotlights, memes, mini demos, quotes.

LINKEDIN

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LINKEDIN *

Goal: Show Billdu is a time-saving, trusted tool.
Tone: Clear, practical, expert-backed.
Content: Product education, team stories, customer highlights, and repurposed clips.

youtube

Goal: Build long-term trust through helpful, long-form content.
Content: Demos, evergreen tutorials, expert Q&As.
Mix of 5–15 min videos + Shorts with SEO-focused titles and timestamps.

tik tok

Goal: Reach freelancers with quick, helpful, relatable tips.
Content: POVs, quick demos, repurposed advice, lo-fi moments.
Tone: Real, native, under 30 seconds.