OVERVIEW
Schär produces premium-quality gluten-free foods that cater to people with unique tastes and dietary needs, ensuring they feel included and valued. As a global leader in gluten-free products, Schär prioritizes staying connected with their consumers to continually adapt to evolving preferences and requirements. Their goal for social media was to elevate their organic social content strategy and effectively engage their audiences across platforms.
Campaigns
New Product Launches: Muffins, Marble Cake + Pretzels
Background
Schär introduced five new products, including muffins, marble cake, and pretzels, within a three-month window. Through motion graphic concepts, we aimed to raise awareness of the new items and drive social media audiences to make purchases.
Execution
To support these launches, we created teaser and launch graphics for each product to be used across social media, newsletters, and the website. We also produced UGC Reels showcasing the products in various mealtime settings and developed 3-D animations. Exciting giveaways featuring the new products were executed to boost awareness and engagement.
Results
• Sales: The muffins fully sold out on Schär's website within 24 hours of being announced on social, and the marble cake sold out within 1 week.
• Social Media Performance: Teaser and reveal graphics resulted in 330,000+ video views and 15.5k+ engagements
• Audience Growth: A Marble Cake Back-in-Stock Giveaway and a Gluten-Free Breakfast Giveaway featuring the muffins increased Schär's IG audience by 1.2k followers.
• Client Love: "We have great news: the muffins sold out even faster than the Marble Cake!! In less than 24 hours! You guys killed it! The IG post got tons of engagements and the graphics we used across the board (socials, newsletter and sites) led to us selling out! Thank you!!"
Conclusion
The successful execution of Schär’s product launch campaigns significantly boosted brand awareness and drove sales, exemplifying the power of strategic social media content. The overwhelmingly positive response from the client further highlights the campaign’s success.
Fostering a Gluten-Free Community on Social
Background
Schär is an ideal client with highly engaged social media audiences. Embracing their commitment to staying close to the customer, I conceptualized a range of graphics and Reels that solicited and celebrated community feedback while educating about the diverse needs of gluten-free, Celiac, and IBS consumers.
Execution
We integrated a variety of engagement-based graphics into the monthly editorial calendars. I organized and led brainstorming sessions with the account team and collaborated closely with our graphic designer to bring these ideas to life.
Results
• Review Graphic: Shared a relatable scenario of taking gluten-free breads into restaurants. The post received over 1.4k engagements with consumers sharing similar stories.
• Celiac Disease Awareness Post: For Celiac Disease Awareness Month, we educated followers on symptoms associated with gluten intolerance, receiving over 6.5k engagements.
• Community Comments Reel: We compiled positive comments from social audiences on our recipe reels and created a compilation Reel that spliced up our recipe Reels with overlaid comments. This single Reel achieved 12.8k video views and over 300 engagements.
Conclusion
This content strategy demonstrated the power of using engagement to drive further engagement, successfully fostering a strong and active gluten-free community around Schär's brand.
— SERVICES
Social Media Management
Content Creation
Brand Partnerships
Community Management
— ROLE
Lead Strategist
Creative Direction
Project Management
Client Relations
— DATES
2024
ONGOING ACTIONS + RESULTS
• Within the first 5 months of implementing a strong social content strategy featuring trending recipe Reels, engaging graphics + ongoing community management, Schär's Instagram audience grew by 16.4k followers, organic impressions totaled 3.2M, engagements totaled 100k, and video views topped 1.5M
• Ongoing partnerships with food UGC creators generated 20+ pieces of video content and increased video views by 15% quarter over quarter
• Increased brand awareness via collaborations with 4 partner food brands over 4 giveaways, resulting in 2.6k+ new followers and 110k+ impressions