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Hello!

I'm a New York-based content specialist with a passion for creative direction, copywriting, video & photoshoot production, and making women feel unstoppable.

Vertical Video

Vertical Video

Shannon Frederick

In response to shifting consumer behaviors and the rise of short-form video, I built and led Guardian’s first authentic content initiative: an enterprise-wide push to modernize our social strategy by leaning into social-first vertical video. The goal? To meet audiences where they are with content that feels native, human, and valuable. This format empowers Guardian to show up with personality and relevance in a traditionally formal, highly regulated industry (without sacrificing brand trust).

My piece of the puzzle
I led the strategy, creative development, and rollout of Guardian’s vertical video program. From scripting and direction to creative collaboration and cross-functional partnership, I owned the full process of bringing vertical video to life as an always-on brand asset.

Key efforts included:

  • Building a scalable content framework rooted in education, empathy, and engagement

  • Partnering with SMEs and execs to translate thought leadership into short-form video

  • Collaborating closely with our Paid Media team to repurpose top-performing organic content into high-converting brand ads

Impact

Organic Performance:

  • 75% higher impressions vs. standard content

  • 48% higher non-follower discovery (71% reach rate vs. 48% reach rate)

  • Evolved social strategy to prioritize reach, relatability, and relevance

Paid Performance:

  • Organic vertical video repurposed for paid drove a 3.97% CTR (3x the campaign average)

  • Comments increased by 65% YoY

  • Helped establish a new playbook for integrating social-first creative into Guardian’s media mix

Content

Check out a few favorite vertical video moments below:

Facing Financial Fragility

Caption: Our financial report, Facing Financial Fragility, examines how changes to the economic landscape are impacting Americans’ wallets and habits. The consensus? American workers’ financial health has plummeted to its lowest point in eight years. How have economic changes impacted your own wellness?

How Much Does It Cost to Have a Baby?

Caption: The average cost of having a baby and raising a child? Approximately $237,481. Who knew something so tiny could come with such a big price tag?

The Caregiving Disparity

Caption: We’re here to help. Because what matters to you matters to us. Behind every family legacy is a Guardian.

Financially Confident Parents

Caption: Did you know only 20% of parents are confident about their financial health? From crib to college and beyond, we stand behind your family every step of the way.

Managing Mental Wellness

Caption: Between increased spending, social pressures, and packed-too-tight schedules, this time of year can feel overwhelming — but it doesn’t have to be. Here are 7 ways to help manage mental wellness, inspire well-being, and find your peace during seasons of stress.

• Stick to a routine (as much as you’re able to)
• Move your body, even if just a stroll
• Prioritize sleep when possible
• Create and stick to a budget
• Balance treats with nutritious food
• Ask for help when you need to
• Slow down, set limits, and say no

We’re here to support you.

Retirement

Caption: This is your sign to start prioritizing your retirement plan now, so you can look forward to things you actually want to do later. We're here to help.

Bizarrable

Bizarrable
Guardian Direct

Guardian Direct