De Bijenkorf

From trends and social storytelling to audience engagement, creating dynamic content across Instagram, TikTok and Facebook.

A black and white stylized hexagon logo with an internal design. Logo from de Bijenkorf

About De Bijenkorf 

De Bijenkorf is a leading luxury department store with a strong focus on fashion, culture and visual storytelling. I worked on content creation and social media management for de Bijenkorf across Instagram, TikTok and Facebook, while also contributing to newsletters by selecting imagery and supporting the visual layout. The focus was on creating cohesive, trend-aware content that highlights campaigns, events and in-store experiences, while strengthening the brand’s recognisability and connection with its audience.

Two smartphones displaying social media profiles with photos related to fashion, products, and lifestyle.

My role & results

I not only produced photo and video content, but also contributed to content strategy, performance analysis and optimisation. I worked closely with the Content Marketeer and marketing team, ensuring all content was trend-aware, on-brand and engaging.

My role included:

  • Planning, creating and publishing social media content across Instagram, TikTok and Facebook

  • Filming and editing videos for Reels, Stories and TikTok

  • Writing captions aligned with de Bijenkorf’s tone of voice

  • Analysing performance, developing benchmarks and optimising existing content

  • Brainstorming and concept development for seasonal campaigns (Easter, Sinterklaas, Christmas)

  • Working on newsletters (visual layout and imagery selection)

A woman taking a mirror selfie in a room with pastel-colored lighting, wearing a black and white striped shirt and black pants.
A young woman is filming a purple Stanley with a straw on a wooden table using a smartphone mounted on a tripod. There is also a white vase with purple and yellow flowers on the table.
Two women smiling for a selfie at a Charlotte Tilbury event from de Bijenkorf.

The content approach combined trend-driven storytelling with brand consistency. I highlighted events, seasonal campaigns and behind-the-scenes moments, while creating formats that could be reused and scaled across platforms. A highlight was producing real-time content during the Charlotte Tilbury event, where I captured live Stories to create exclusivity and urgency. This content received strong engagement and positive feedback from followers, as well as the marketing teams of both de Bijenkorf and Charlotte Tilbury.

This approach resulted in a consistent, professional and recognisable social media presence, with content formats and strategies that continue to be used independently. My videos reached over a million views and the account saw a significant increase in followers. Overall, the content strengthened the brand’s connection with its audience while increasing visibility across Instagram, TikTok and Facebook.