We discovered an industrial size of mayo that is primarily for the use of restaurants. In discovering this, we procured this bucket of mayonnaise. While the sight of it alone is enough to draw attention, it needed an action. A simple, hooky, and compelling visual to highlight the absurdity would result in a massive hit. By smoothly but deliberately dipping an entire sandwich (including my hand) into the jar of mayo, this stoked engagement with mayo-lovers, mayo-haters, and anyone interested in a stunty spectacle. Additionally, I utilyzed different strategies to optimize the footage for each respective platform, including audio choices, camera angle, on-screen text style, post copy, and more. The result was tens of millions of organic impressions across all platforms, becoming their top all-time performing post on several.

Link: Facebook Instagram TikTok Snapchat

With there being limited interactice elements to a social media post, gameifiying can be tricky, usually relying on either a picture riddle or a pause function. This format naturally garners higher engagement rates as well as increases engagement time.

Tapping into the internet nostalgia of chain letters, I made a static post designed to be shareable and promote engagement. I took an image of a White Claw and gave it a golden aesthetic using Photoshop. I paired this with a chain letter-esque call to action that spoke directly to a pain point of the average product consumer. This resulted in a simple static post that far exceeded benchmark impressions and engagement.

Link: Instagram Facebook

Often, tapping into pop culture moments is a simple way to siphon attention that is already flowing heavily. However, an opportunity most miss is using this excess attention to bring up brand specifics and focuses. In the case of White Claw, one of their key selling points is their flavor variety. Utylizing a similar layout to imagery seen on the highly popular (especially at the time) show "Traitors," I replaces portraits of cast members, with portraits of 12 of their most popular active flavor SKUs at the time, while also adding a oil paint effect to the cans to fit the aesthetic further. The imagery was extremely popular and garnered exceptional engagement. The thousands of comments were riddled with show references as well as many folks sounding off about their passion for their favorite flavors.

Link: Instagram Facebook

People love a simple picture riddle. In this case, I used two different White Claw flavors that both have a green tab to prompt people to figure out which was which. Similar to the viral "black and blue vs. gold and white dress" image, this post prompts folks to sound off with their conclusions and their certainty.

Link: Instagram Facebook

For this one, thing client asked for a same day turnaround for an asset to release for Labor Day weekend to capitalize on gathering during long weekends. I jumped on a trend of hyperbolized imagery to described a sensory experience. Beyond this, I made something that was scroll stopping and compelling to the tune of millions of impressions, far exceeding benchmark.

Link: Instagram

This came from early identifying and hoping on an emerging trend wherein a socially "traditional" behavior was dismissed by exclaiming that "The lion does not concern himself with (insert behavior)." By identifying this trend in the early adoption phase and turning around this asset immediately, we were able to garner nearly 100k. Building off the interest shown from novel ways to use the product, we decided to make a follow-up exploring this lane. This asset explores the novelty of a listicle format with the added intrigue of spectacle as an engaging hook. By using this with a subversion of consumer behavior, this piece of content was able to garner tens of thousands of impressions across platforms.

Link 1: Facebook Instagram TikTok YouTube

Link 2: Facebook Instagram TikTok YouTube

Built out of a call to action asking our followers for their sandwich orders, we were inundated with countless requests. As a result, we decided to make recipe content around it and treat it like a real deli style order, and create a mini content series of punchy, quick-cut, and aesthetic recipe content. This was the first but thee series consistently overperformed across platforms, especially on YoutTube Shorts and Instagram.

Link: Facebook Instagram TikTok YouTube

Combining the "Talking to my younger self" trend (which has continued to resurfaced in numerous iterations) and the popular IP of "Baby Nut" from previous campaigns, I was able to take this ad hoc same day turnaround request, DJ existing assets, and create a asset through. This generated hundreds of thousands of impressions from a non-campaign centered piece of relevant organic content.

Link: TikTok

Responding to a consumer story referring to the Zapp's brand chips as "people chips" this culminated in a "Surprise and Delight" where we threw aforementioned customers with a "People Chips" Party. We seeded excitement and intrigue for "People Chips" on socials which culminated with this party which I shot and editted this story driven recap video and various other content. This asset performed especially well on TikTok, earning millions of views/impressions. 

Link: Facebook Instagram TikTok

We coordinated with client to set up a room at a fundraiser to interview donors for St. Jude Children's Research Hospital. Therein, we would give donors stories to read, written by St. Jude families, entailing their journies. This was a simple matter of bringing further real world connection to these already interconnected groups, thereby giving insight to actualized donation impact, explaining operations of St. Jude as an organization, and highlighting the mission of St. Jude and its community. This 1st asset alone garnered millions of impressions and the full series of interviews generated millions of impressions more, translating into notable donations.

You can see the full breakdown of the activation here

Link: TikTok

Asked to create content for parents in a broader “Serious About Snacks Snacked Unseriously” campaign. I decided to capture relatable scenario of parents having to hide snacks in order to avoid sharing with their children. The use of the onscreen copy expressing various levels of adeptness of the spots acts as a hook as it implies escalation. Hyperbolizing a common parental experience led to ~10 million impressions on this asset.

Link: TikTok 

In this post, I lean on visual curiosity as the amplified hook. A simple on screen prompt, and slighty unconventional props that don't fullly coincide with the on screen copy. Proclaiming that I am making a sandwich but showing my ingredients as a cucumber and chips invokes curiosity. Through these simple measures and executions, this asset generated millions of views/impressions.

Link: Instagram