OVERVIEW
Pickerfresh brings the farm to your table by sourcing the freshest vegetables from a network of 4,000 family farms in Turkey. Their commitment to quality means using only non-GMO ingredients, free from preservatives and artificial colors. A dedication to freshness ensures that every bite of their pickled products bursts with natural, delicious flavor.
Through a 360 social media strategy and creative content, our goal was to show consumers how they could elevate meals effortlessly – whether it’s salads, sandwiches, pizzas, pastas, or beyond – and experience the difference freshness makes.
Campaigns
Pickerfresh x Stoke Pizza Oven Backyard Pizza Campaign
Background
Pickerfresh x Stoke Pizza Oven collaboration aimed to inspire creative pizza recipes using Pickerfresh’s pickled vegetables while showcasing the functionality and appeal of using Stoke ovens outdoors.
Execution
The campaign centered around four engaging pizza recipe reels, highlighted by a signature viral Pickle Pizza recipe. These reels were created by a popular food UGC creator and shared collaboratively on Instagram and TikTok by both brands. The campaign's reach was further amplified through a dedicated newsletter and an Instagram giveaway.
Results
• Instagram Performance: Video views increased by 133%
and engagements by 306%, compared to evergreen content.
• TikTok Performance: Video views skyrocketed by 390%
and engagements rose by 106%.
• Email Marketing: The pizza-themed newsletter achieved a 35% open rate, making it the highest-performing newsletter of the year.
• Audience Growth: The campaign generated over 800 new followers across Pickerfresh's social channels.
Conclusion
The Backyard Pizza campaign not only showcased the versatility and appeal of Pickerfresh’s pickled vegetables and Stoke Outdoor Pizza Ovens but also significantly enhanced both brands' engagement and visibility on social media. The successful collaboration demonstrates the power of creative partnerships in driving brand awareness and customer engagement.
Pickerfresh Launch at Walmart | Retailer Support Campaign
Background
Pickerfresh aimed to launch their products at Walmart with a comprehensive 360-degree campaign, focusing particularly on their Walmart-exclusive Fire Roasted Jalapenos.
Execution
The campaign employed a multifaceted approach, including:
Teaser and Launch Social Content: Created engaging graphics, in-store videos, and UGC recipe Reels emphasizing the Fire Roasted Jalapenos.
Meta Ads: Ran targeted brand awareness ads to an audience within the vicinity of 1,500 Walmart stores.
Launch Newsletters: Distributed to inform and engage the audience.
Walmart Pantry Essentials Sweepstakes: Collaborated with 4 additional brands to boost email subscriber growth and Instagram following via a dedicated landing page.
Results
• Social Media Performance: Achieved a 14.5% organic engagement rate on Walmart campaign posts.
• Walmart Sweepstakes: Generated 1000+ Instagram followers and 2500+ new email subscribers for ongoing Walmart updates.
• Brand Awareness Ads: A modest spend on Meta ads resulted in approximately 500k impressions and over 375k video thru plays with a cost-per-result (CPR) of just $0.01.
Conclusion
The Pickerfresh launch at Walmart was a success, significantly boosting brand awareness, social media engagement, and customer reach. The strategic use of social media content, targeted ads, and collaborative sweepstakes effectively highlighted the Fire Roasted Jalapenos and established a strong presence for Pickerfresh in Walmart stores.
Find the Christmas Pickle | Engagement-Based Giveaway
Background
Inspired by the cherished tradition of hiding the Christmas pickle in Christmas trees, I conceptualized and creatively directed a digital experience that brought the excitement of finding the ornament to Pickerfresh audiences. This unique campaign aimed to boost engagement and video views on Instagram and TikTok while spreading holiday cheer, setting it apart from standard Instagram follower giveaways.
Execution
To engage the audience, an illustrated Christmas pickle was hidden in one of the five Reels posted before the giveaway announcement. The call-to-action invited social media users to search for the pickle ornament and comment on the video where they found it. One lucky winner received a Christmas pickle ornament, free Pickerfresh products, and a $100 Walmart gift card.
Results
• Instagram Performance: Engagements increased by +133%, impressions by +535%, and video views by +378% compared to previous month. The campaign generated over 700 comments as audiences searched for the pickle.
• TikTok Performance: Top performing video of the month with over 46k views and 1.3k engagements.
• Audience Growth: Gained over 500 new followers across Pickerfresh's social channels.
Conclusion
The "Find the Christmas Pickle" campaign successfully combined festive fun with effective engagement strategies, significantly boosting Pickerfresh’s visibility and interaction on social media platforms. The creative approach and unique concept not only delighted the audience but also achieved substantial growth in engagement and followers.
— SERVICES
Social Media Management
Content Creation
Brand Partnerships
Social Media Ads
Retailer Support
Email Marketing
— ROLE
Lead Strategist
Creative Direction
Project Management
Client Relations
— DATES
2023 – 2024
ONGOING ACTIONS + RESULTS
• Executed targeted Meta ads for brand awareness in retailers and lead generation, resulting in over 6M impressions and 3k+ email subscribers
• Strong social content strategy featuring trending recipes and engaging graphics + ongoing account management resulted in +122% Instagram audience growth, +13% total impressions, and +12% engagement rate year over year
• Ongoing partnerships with food UGC creators generated 120+ pieces of video content and increased video views by 46% year over year
• Increased brand awareness via collaborations with 30 partner food brands over 14 giveaways, resulting in 4.6k+ new followers, 375k+ impressions and 2.5k+ newsletter subscribers
• Provided creative direction for 1 video shoot and 1 photoshoot, generating 150 high-impact, multi-purpose assets for website, newsletters, social media and ads