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TikTok

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Culture

〰️ TikTok 〰️ Meta 〰️ Culture

Paid Campaigns Delivering Impact

I also lead the paid campaigns process and content development. Establishing the right matrix for the right content. Allowing us to focus the right type of story telling to the right platform. From short snappy bitesized content through to the larger more narrartive driven moments.

Focusing in on an audience and data first approach rather than straight adaptions, optimising every asset to work on the right platform, in the right way.

Feeding the group chat.

How do you turn a cultural icon into a social legend? I built the creative around a simple guiding light - Feed the group chat. From organic to paid our work needed to not only work in the moment but create the desire for peer to peer conversations around the brand. From building taste desire through to winning over the hearts and minds of Gen-Z consumers, everything was built around connecting audiences to Heinz through shared moments of value. Building the in-house approach and new ways of connecting audiences.

Creating not just viral moments for organic content but also innovation, product launches and moving Heinz into new spaces like live music and gaming. All in an authentic true to brand way.

Resulting in front pages of newspapers, millions of organic views all while driving meaningful connections and change to hard to reach audiences.

The Heinz Phone Case

Rhode Skin's Rhode Phone Case with a built-in lip gloss holder captivated the beauty community - my team decided that what the world really was missing was a way to carry not your lip gloss but a Heinz Tomato Ketchup.

From a scrapy mock up I created in minutes to a real product that influencers from across the world where scrambling to get their hands on in a matter of weeks.

Generating over 20 Million organic views across social media platforms as well as gaining awards from The Drum and picking up specific wins from The Global Social Media Awards

Gold: BEST USE OF TIKTOK & BEST AUDIENCE ENGAGEMENT CAMPAIGN

Silver: BEST USE OF SOCIAL MEDIA FOR FMCG & BEST REAL TIME RESPONSE CAMPAIGN

Organic Content Reaching Millions.

By creating a collaborative and lean process I created the environment where we could move quickly in the right direction. My leadership style is about building clarity and driving action. That means I work with my team when needed to help push the creative in the right places at the right time.

I believe that organic content builds shared moments and value with our audiences, that when we turn up in paid content - our audiences are warm to the brand, excited to see what we have to say. This hybrid blend of organic and paid allows Heinz to have deeper more meaningful conversations that directly impact sales.

From content shoots to viral trends during my leadership of the Heinz Social Creative, here are some highlights and key moments.

BarbieCue Launch - Over 11 million organic views
MayoMaxing - Over 2 million organic views
Carbonara in a Can - Over 1 million organic views