Today we’d like to introduce you to Autumn Dethlefs.
Hi Autumn, we’d love for you to start by introducing yourself.
I grew up watching my mom work on her small women’s clothing business @IronRoseMercantile and was inspired by the work it took to market a brand. I would occasionally post on her company’s page and toy with engagement, and over time and with multiple niches under my belt, I cracked the code to getting great social media engagement—in any niche. For the past 5 years, I’ve worked with a multitude of brands including a casino, talent agency, clothing brands, and restaurants, producing campaigns that convert to high-volume sales and services.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Absolutely, it hasn’t always been a smooth road—especially in the ever-changing world of social media. One common narrative blames the algorithm for dips in performance, but I’ve come to see things differently. I believe that with a solid understanding of how the algorithm works and a clear read on your audience’s interests, you can overcome most engagement challenges. Even subtle changes in copy can lead to completely different results.
One notable struggle I faced happened in March, when a viral reel I created was stolen by DraftKings for their Golden Nugget Online Casino. My original caption was “When your friend hits a jackpot”—lighthearted, relatable, and positive. DraftKings reposted the reel with their own overlay text: “When you’re down and your friend hits a jackpot.” That slight shift in tone from celebratory to negative completely changed the audience’s response. Despite their account having over 250k followers, their version received fewer than 1,000 likes and mostly negative comments. Ours? It hit 11.5k likes and was filled with positive feedback.
It was a frustrating experience, but also a powerful reminder of the impact of tone, authenticity, and understanding your community.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m a social media specialist with a focus on creative direction, campaign strategy, and community building. I manage content from start to finish—organizing shoots, directing influencer campaigns, and tailoring content that actually connects with an audience. My work is especially rooted in understanding niche markets, like the casino industry, and finding ways to make them feel fresh, relatable, and human.
I specialize in creating engaging, organic content that drives real results. One of the things I’m most proud of is growing @miamivalleygaming to over 1.5 million organic views in just 90 days—with zero paid promotion. I’ve also led influencer campaigns like #mulletreview that not only brought in great engagement, but made people want to talk about the brand.
What sets me apart is my ability to merge data-driven strategy with creative storytelling. I don’t just post content—I craft experiences that get people excited, whether they’re discovering a local gaming spot or following a viral trend.
Is there something surprising that you feel even people who know you might not know about?
Something surprising that most people might not know about me or my work is just how much goes into it behind the scenes. Social media is a 24/7 job—I’m constantly on, whether it’s tracking engagement, hopping on trends, or adjusting strategy in real time. But beyond just posting content, I’m also directing full-scale campaigns, coordinating shoots, and managing influencer collaborations from concept to execution. A lot of people assume it’s just about making things look good on Instagram, but there’s real strategy, logistics, and creative direction happening every day.
Pricing:
- Visit theadagency.org/services/ or email autumn@theadagency.org to find out how you can work with me!
Contact Info:
- Website: https://TheADAgency.org
- Instagram: https://www.instagram.com/professionallyannoying/
- Facebook: https://www.facebook.com/share/1BjVio2C1b/?mibextid=wwXIfr
- LinkedIn: https://www.linkedin.com/in/autumndethlefs
