American Stock: A Content Strategy Portfolio Case Study
Content Strategy Portfolio: Building the Brand
This content strategy portfolio case study shows how I transformed American Stock’s digital communication from a product-focused presence into a broader brand ecosystem combining B2B communication, social media, audiovisual storytelling, and editorial content.
The Project
|
From building a presence to building a brand.
American Stock is a company specializing in the distribution of technology spare parts for laptops, printers, copiers, plotters, servers, and projectors.
My work with the brand began in 2018, when its social media presence was virtually nonexistent. The first challenge was to establish its digital channels and begin building a community around a company traditionally focused on B2B sales.
In 2025, I returned to the project to begin a new chapter: refreshing the brand, redefining its communication strategy, and building a content ecosystem capable of connecting products, technical expertise, people, and new narratives.
The challenge
|
How do you turn a technical distributor
into a brand people recognize and remember?
American Stock operates in a highly technical market, where part numbers, compatibility, inventory, availability, and delivery times are part of the everyday conversation. The challenge was to translate that complexity into clear, recognizable communication without turning social media into a product catalog. The strategy needed to continue communicating products, spare parts, and promotions while building a broader brand narrative around repair, operational continuity, and extending the life of technology.
The Strategy
|
One message.
Different roles for every channel.
I designed a communication system in which each channel plays a specific role across the audience journe: TikTok drives discovery, Instagram builds community and visual credibility, LinkedIn establishes B2B authority, WhatsApp brings communication closer to the sales process.
Visual Direction
|
From product catalogue
to technology stories.
I updated the brand’s visual language with a more contemporary, cinematic aesthetic across photography, design, video, and social media.
As part of the audiovisual strategy, I brought members of the sales team in as brand voices, developing content from concept and scriptwriting through to on-camera direction.
Content System
|
Every piece of content
has a reason to exist
I organized the content into strategic territories designed to balance commercial communication, technical expertise, and brand building.
PRODUCT & PROMOTIONS | Spare parts · Availability · Part numbers · Promotions |
WHY AMERICAN STOCK | Stock · Nationwide coverage · Delivery · Warranties · Customer portal |
PARTNERS & EXPERTISE | HP · Lenovo · Dell · Compatibility · Technical expertise |
BUSINESS SOLUTIONS | Tenders · Projects · Wholesale · Distributors · Service centers |
INSIDE AMERICAN STOCK | Training · Team · Company culture · Activities · People |
TECHNOLOGY & LIFECYCLE | Repair · Product lifespan · Obsolescence · E-waste · Right to Repair |
The system ensures that every piece of content serves a specific purpose within a shared brand narrative.
Channel Expansion
|
One ecosystem,
Different points of connection.
The communication ecosystem expanded into new channels and formats: TikTok, commercial WhatsApp channels, the LinkedIn newsletter Segunda Señal, and the YouTube documentary series La vida secreta de las cosas que ya no sirven.
TikTok · WhatsApp · LinkedIn Newsletter · YouTube Documentary · Instagram · Facebook
Selected Work
|
Documentary Series +
Editorial Narrative
I created a mini-documentary series complemented by the LinkedIn newsletter Segunda Señal, connecting audiovisual storytelling with long-form editorial content. Each topic could move across formats, exploring technology, repair, obsolescence, and product lifecycle from different perspectives while building a more distinctive voice for American Stock
Read here:
Behind the Brand
I created behind-the-scenes content to show the people, processes, and everyday dynamics behind American Stock, bringing a more human dimension to a traditionally technical B2B brand.
Employees as Brand Voices
I worked with American Stock’s team members to become authentic voices of the brand, guiding them through scripting, on-camera performance, and content direction to communicate the company’s expertise and benefits from within.
Product Education
I developed “Spare Part of the Week,” a video series that transforms technical product information into clear, accessible content, explaining features, compatibility, and benefits.
Stories in Panels
I developed comic-style carousel narratives using sequential panels and storytelling to turn everyday situations, customer needs, and technical topics into more engaging and relatable social content.
Impact
|
From social presence to
a content ecosystem
8+ | 6 | 5+ | 2 |
Years brand evolution | Content territories | Digital channels | Original editorial formats |
Comentarios