TRANSLATING AI INTO A STORY PEOPLE COULD UNDERSTAND
One AI product, two audiences, one brand story
THE CHALLENGE
MySteppingStone was building Stella, an AI agent that supports college students and their advisors. The product was technically complex, and the brand's social presence was close to inactive.
The task was twofold: explain what Stella did, and turn the technology into a story for two very different audiences. Students needed Stella to feel approachable and relevant. Advisors and universities needed to see MySteppingStone as a credible, innovative partner.
THE STRATEGY
One product, two audiences, two narratives. The same technology was communicated through a different lens depending on who was listening, connected by one consistent brand story.
THE EXECUTION
I set the social strategy and content direction across TikTok, Instagram, and LinkedIn, then built a system of repeatable series so the brand could keep evolving as it learned more about its audiences.
As the strategy matured, I brought the CEO into the story. As a father of college-age daughters, he had watched them struggle to find aligned career opportunities, and seen how hard it was for advisors to give personal support at scale. That story gave the product a human reason to exist, and he became its spokesperson, with other team members following.
The goal was to make Stella's value easy to understand, by translating its capabilities into the problems people actually cared about.
THE RESULTS
The main outcome was a social identity, voice, and narrative for an emerging AI brand that had been largely inactive, and a foundation for how MySteppingStone tells its story across audiences and platforms.