Iconic Food Crushes
In the third quarter, our team launched the FOOD CRUSH campaign which highlights the top favorite picks from a variety of our partnered Celebrity Chefs, available on Goldbelly. By clicking on the video shared on our social platform, you can easily access a list of their top 20-25 favorites from the Goldbelly shop.
My Role: Social Media Specialist: Responsible for creative development, executing the campaign on social media channels, including posting content, engaging with users, and monitoring metrics..
Cross-functional Partners: PR, communications, creative, sales & legal/licensing.
Solution: I worked closely with our in house GBTV team and communications in order to develop a social driven campaign that focused on what makes each selection unique, featuring celebrity chefs ranging from Martha Stewart all the way to Phil Rosenthal. This campaign is an extension of the full length GBTV YouTube series in conjunction with Goldbelly’s online shop.
Develop a strategy: Reaching out to the individual merchants featured, we included premade assets that can be shared via social media to further promote the campaign. This was not limited to 10-25 second videos, static images, png icons, gifs such as the ones featured below.
Promotional content: Our team worked together with several celebrity chefs who are either available on our platform or have a notable background in food and/or television as admirers of Goldbelly. This collaboration resulted in promotional content that showcases their expertise and unique offerings.
Launch the campaign: We launched the campaign by sharing our promotional content across our brand's social media channel. I also encouraged mentioned brands to share the content with their followers, using branded hashtags and mentions to increase visibility.
Measure results: I tracked the success of the campaign by monitoring engagement rates, website traffic, and sales data. I used this data to refine our strategy in order to optimize future campaigns.
In addition: This highly successful GBTV e-commerce campaign included a contribution of 10% of its proceeds to World Central Kitchen.
