strategy: to get attention instantly and gently poke at urgency culture
strategy: to develop a series that is ownable by the brand, but full of personality and guest characters
strategy: to leverage employee-generated content and put some humanity into who is constantly making bakeful sketches (me)
strategy: to showcase the on-the-ground experience of the festival, to diversify the feed from the professional video and photo content
strategy: to leverage the celebrity founder and create a dos equis-esque personality for his new brand
strategy: to create a baking tutorial to show how the brand makes it easier than ever to bake something gluten-free.
strategy: to test the line by doing something so ridiculous to see if it would perform well (spoiler: it did)
strategy: to show a packaged brand in a lifestyle setting that feels seasonal and attainable
strategy: to create an ad that would perform well on both organic and paid to announce a nation-wide rollout to the biggest retailer in the country
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To celebrate donut day, I went to two locations in Southern California to create content, assist in customer sampling and get real, direct customer feedback.
In addition to paid media efforts, I lead several organic growth campaigns, including large giveaways and creating highly shareable content.
By scaling Bakeful’s posting cadence from one post per week to two posts per day, I drove a 1,300% increase in content output, resulting in stronger reach, higher engagement rates, and more consistent visibility across key social platforms.
I developed seasonal campaign content that performed strongly on organic social and was successfully repurposed across paid media and email marketing, driving cohesive omnichannel storytelling and improved performance across touchpoints.
Posting the content is just one part of the equation. In support alongside the brand team to develop the voice and tone of the brand, I've worked to bring it to life within our community via influencers and partnering brands, witty comment banters, and all the way to individual DMs.
Yep, I'm one of those chronically online people. I love to humanize brands and bring them to life in my own way. I live for memes, and made content that ranges from cute and shareable, all the way down to deep-fried brainrot.
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