72andSunny

In my role as Sr. Strategist at 72andSunny, I oversaw social strategy for our client, Tillamook. I worked closely with the creative team to cultivate a social presence that helped position the brand as a leader in the dairy category by promoting our mission to bring Real Food to all.

In 2016, we developed a campaign that led an uprising against Big Food and championed real food made without shortcuts. The campaign addressed shifting consumer behavior and the desire to know more about what's on our plates, while also empowering customers with education on how to incorporate more Real Food into their routines.  

We cultivated conversation by celebrating Real Food during micro-moments of relevancy. We took a monthly approach to content development, where I was charged with gathering behavioral, seasonal, and cultural insights to inform my brief to the creative team. Together, we created content that informed, engaged, and provided value to our fans and followers, positioning the brand as a helpful resource and ultimately keeping customers connected to the brand.   

We also launched an ongoing omnichannel, social-first campaign called #RealFoodSunday to provoke customer action. The program was engineered with a three-pronged content strategy to inspire our customers to bring Real Food into their kitchens, equip them with helpful content to make Real Food, and celebrate the joy of eating Real Food with family and friends at least one day a week!

To create authentic and engaging content, we collaborated with a team of social influencers across multiple channels (Facebook, Instagram, Twitter, YouTube, and Pinterest), utilizing a range of tactics, including channel-native tips, videos, and Twitter chats, among others. 

Our multi-faceted approach and premium content production were recognized as the Best Instagram Presence of 2016 by the 9th Annual Shorty Awards.

BIG WINS: 

2016 was Tillamook's biggest year of growth on social media, and our content played a significant role in mobilizing our fans around our larger brand mission to become a leader in Real Food.

The biggest wins for the channel were:

1. Conversation around our brand and campaign hashtags increased by 34% YOY. 

2. Engagement skyrocketed, hitting nearly 900,000 likes and comments in 2016, which is more than 10x what we had in 2015.

3. Audience acquisition, we grew our social fans and followers by 70% YOY.