{"id":39522,"date":"2025-06-13T13:00:00","date_gmt":"2025-06-13T13:00:00","guid":{"rendered":"https:\/\/muse.international\/?p=39522"},"modified":"2025-06-10T06:37:40","modified_gmt":"2025-06-10T06:37:40","slug":"creative-that-performs-madeline-scalzi-on-strategy-results","status":"publish","type":"post","link":"https:\/\/muse.international\/index\/creative-that-performs-madeline-scalzi-on-strategy-results\/","title":{"rendered":"Creative That Performs: Madeline Scalzi on Strategy & Results"},"content":{"rendered":"\n

Madeline Scalzi is the Associate Director of Social Creative Strategy at DNY and SociStudio, where she blends storytelling with strategic insight to craft high-performing content across regulated and lifestyle brands. Also the founder of Tulips for the Table<\/em>, she brings a research-driven, creative approach to both client campaigns and her own home d\u00e9cor and DIY platform.<\/p>\n\n\n\n

Madeline Scalzi P1<\/h4>\n\n\n\n

Madeline Scalzi is the Associate Director of Social Creative Strategy at DNY and SociStudio; she is also a content creator in the home decor and DIY space. She got her start in the health industry in 2017 through the Student Worksite Experience Program, working on the Zika Response Task Force at the CDC. Since then, she has worked on accounts such as AstraZeneca and developed expertise in social media for regulated industries.<\/p>\n\n\n\n

CityMD is a household name in the greater New York City area, but not everyone is familiar with all of the services they offer, especially as it relates to young people seeking care. Through extensive social listening, we uncovered that Gen Z largely turns to social media, and TikTok specifically, to answer health-related questions.<\/p>\n\n\n\n

We wanted to find a way to safely and effectively help members of our Gen Z New York community access the health information they need in a timely and safe way, going beyond the confines of doom scrolling.<\/p>\n\n\n\n

SociStudio is a quick turn social content shop founded on the legacy of DNY, built by creators, and driven by data. In my position, I oversee the day-to-day functions of social content creation from client onboarding and upfront strategy all the way through the final delivery of assets.<\/p>\n\n\n\n

P2<\/h4>\n\n\n\n

We are still collecting the final data from this initiative to be able to share a larger impact story.<\/p>\n\n\n\n

Following the success of a robust paid social and OOH campaign with CityMD, our team uncovered data around how Gen Z consumes medical-related information and healthcare advice on social media. This led us to turn to TikTok to educate young people on the services CityMD provides, highlight CityMD health care providers as true experts in the medical field and begin to destigmatize sometimes awkward conversations around real health topics.<\/p>\n\n\n\n

Moving away from the more traditionally branded world of paid social, we intentionally kept the branding on these assets to a minimum, opting instead for editing directly in CapCut, and choosing socially native formats and text overlays to feel familiar and really resonate with our target audience.<\/p>\n\n\n\n

muse.international<\/a><\/p>\n\n\n\n

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Madeline Scalzi is the Associate Director of Social Creative Strategy at DNY and SociStudio, where she blends storytelling with strategic insight to craft high-performing content across [\u2026]<\/span><\/p>\n","protected":false},"author":23,"featured_media":39524,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[511,372,553],"tags":[382,419,512],"yoast_head":"\nAn Interview with Madeline Scalzi | TITAN Health Awards Winner<\/title>\n<meta name=\"description\" content=\"Madeline Scalzi is the Associate Director of Social Creative Strategy at DNY and SociStudio, where she blends storytelling with...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/muse.international\/index\/creative-that-performs-madeline-scalzi-on-strategy-results\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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