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 lead an uprising against Big Food and championed quality, Real Food made without shortcuts. The campaign spoke to shifting consumer behavior and desire to know more about what's on our plates, while also empowering customers with education on how to bring 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 built content that informed, engaged and delivered utility to our fans and followers, positioning the brand as a helpful resource and ultimately keeping customers engaged with 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 build authentic, engaging content we worked with an army of social influencers across channels (Facebook, Instagram, Twitter, YouTube and Pinterest), employing a variety of tactics including; channel-native tips, video and Twitter chats to name a few. 

Our multi-faceted approach and premium content production was 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 and our content played a major role in mobilizing our fans around our larger brand mission to become a Real Food leader.

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.