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