Boy, have I got a story for you.
This campaign revolved around Goldbelly’s top 50 best selected items ranging anywhere from an Ina Garten Cake all the way to a Philippe Chow Peaking Duck. These playful yet minimal designs included a web, email and social campaign. I was responsible for the creation of all social assets, which play off of the clean single color themed images in regards to both a simply gift wrapped present and the product itself.
My Role: Social Media Specialist: Responsible for creative development, execution, social media strategy, and management.
Cross-functional Partners: Communications, Creative & Legal/Licensing.
Solution: I worked closely with communications from each brand in addition to our in house creative team to develop a social driven campaign that focused on what made each brand unique, where it be the owners backstory, a location or an odd ingredient in a dish that the merchant specializes in. We focused on how to shift the original GBTV mobile videos to a viral phenomenon ignorer to drive up engagement on both paid and organic social.
Develop a strategy: Reaching out to the individual merchants featured, we included premade assets that can be shared on social media to further promote the campaign. This was not limited to static images, png logos and icons, gifs and stories such as the ones featured below.
Promotional content: Our team at gold belly collaborated with a specialized food photographer and food stylist in order to develop a clean and formulated plan for the gift giving season. Each finalized piece of content was unlike the next.
Launch the campaign: We launched the campaign by sharing our promotional content across our brand's social media cannel. I also encouraged 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.
Food Photography By Aaron Bernstein
Food Styling by Erin Acevedo, Liberty Fennell
Prop Styling by Hanne Bjelland
Creative Direction by Tony Pham
Editing by ME
