SOCIAL MEDIA MANAGEMENT
Heritage Sandwich Shop
Popular Long Beach chef, Philip Pretty, teamed up with restaurateur and bar expert sister, Lauren Pretty, to bring Heritage Sandwich Shop to the up-and-coming 7th Street block of Long Beach in August 2020. The 100% no-waste kitchen focuses on premium smoked meats, a live fire kitchen and fresh local bread and produce. They retained me for social media marketing services for their Instagram account. It was important to the brand to maintain a curated aesthetic for the Instagram feed, while still highlighting their sandwiches, local partners, pop up events, etc. I developed a feed incorporating black & white and color images. This created a unique and dynamic feed that draws the eye when potential customers discover the brand’s account.
As a result, the account boasts a 7.5% engagement rate. This is above the industry’s average on Instagram, 3%. Through vibrant editing and imagery, aggressive organic fan acquisition tactics, community management and social listening, the account experienced 229% growth in followers in the first 30 days of business.
Ellie’s, a neighborhood favorite in Long Beach, retained me for social media marketing services for their Instagram account. Known for their handmade pastas, seasonal specials and Italian classics, their feed didn’t highlight their menu variety, thoughtful plating and sense of community. We conducted regular photo shoots and created a UGC library to incorporate dynamic and relatable photos throughout the feed on a regular basis.
By sharing UGC more often, we encouraged current and new followers to share their photos with the hope that they will be regrammed. Through refreshed editing and imagery, organic fan acquisition tactics, community management and social listening, the account experienced 92% follower growth in a 6-month span. By optimizing the profile with higher quality imagery, consistent Instagram Story content, unique Highlights and the addition of a ‘Reserve’ button, we increased the account’s reach, profile visits, clicks to site and reservations made through the CTA button.
Kimpton’s Aertson Hotel tasked us to secure three influencer partners to showcase the hotel’s unique amenities and draw awareness to the Kimpton Stay Human Project. The social experiment centers around a room filled with unique, experiential elements that allow guests to challenge their preconceived notions about travel and connect with past & future participants. We tapped a strategic list of targeted influencer partners who could organically incorporate the elements of the room into their content.
Megan and Liz of @meganandliz, a singer/songwriter duo, were engaged for the first stay in the room. Their musical tie was the perfect fit to kick off the activation at the Nashville property and among their contributions, they recorded an original song for future guests to enjoy. Other partners included, Sandra of @sandramorganliving and Savannah McKinley of @savmckinley. With over 11 permanent feed posts, 36 story slides, and 76 images for social media use to promote the activation, the campaign achieved 16,208+ engagements and 1m+ impressions.
During the COVID-19 crisis, NORMS, the iconic SoCal diner, offered their customers a care package available for takeout. Complying with the state’s mandates and protocols, they wanted to continue to serve their communities and feed families across Los Angeles, Orange and Riverside counties. The NORMS Care Package came with 2.5 dozen eggs, 1lb. bacon, 1lb. of sausage, 2lbs.of hash browns, 1.75lbs of sliced fruit, 6 biscuits and 1 roll of toilet paper for $35. In addition to media outreach, we sent the care package information to past influencer partners of the brand. With no compensation or additional hosted experiences, past partners shared the details on their Instagram Stories.
By sharing the information and tagging @norms, influencer partners drove traffic to the brand account and overall awareness of the promotion. Results included over 10 influencer partners, 10 Instagram posts (Story) and 416,900+ users reached . Key influencer partners included @imhungry (220k followers), @misspiggieeats (54.8k followers) and more.
In 2017, we were tasked with promoting Umami Burger’s partnership with Cindy Crawford and Rande Gerber for their limited-edition menu items, Cindy’s Casa Burger and Rande’s Spicy Margarita. We established an influencer partnership campaign to give Umami Burger and their Artist Series more exposure, in addition to promoting #CindysCasaContest, a social media contest designed to increase user-generated content.
We secured 20 influencers across the country to dine at their local Umami Burger, shoot content and share the burger and contest with their followers. With over one million impressions and twenty-four photos shared, Cindy’s Casa Burger was the most successful Artist Series partnership to date in terms of sales. The constant coverage from high-profile food and lifestyle influencers helped to encourage participation in the month-long social media contest and build attention and trust around the Artist Series and the Umami brand as a whole.
Cypress Grove, the artisanal American goat cheese created by Mary Keehn in the 1970s, approached us to reach beyond traditional media to promote their varied product line, including the award-winning Humboldt Fog. We established an influencer partnership campaign to give Cypress Grove fresh, impactful exposure that drove new customer acquisition and sales.
We secured over 20 lifestyle and food-focused influencers across the country to receive Cypress Grove products delivered to their homes, shoot content and share their experience with their followers. Many of the influencers focused on recipe and cheese board creations, their social coverage expectations by producing multiple recipes or and product use cases. Cypress Grove decreased social media production spend as a result, benefitting from content acquired in earned coverage. Results included over 1,736,000 impressions and 48,300 engagements.