Amazon Fresh

This omnichannel grocer needed to refresh its social presence, including launching its first-ever TikTok channel. Oh, and to remind people it existed IRL.

I created a playful, relatable social TOV that would translate across both platforms. As you could imagine, this came down to an art. The most important thing was to sound human. Imperfect, even.

I also managed TikTok content creator/agent communications during the production process, ensuring POC creators were included, able to share authentic stories, and paid equitably.

Our efforts paid off. Our TikTok launched with a massive 60k+ followers and 1M views in its first week. On IG, audience reach increased 3X and monthly follower growth % rate quickly grew to surpass all 13 category competitors.