Amazon Fresh

One of America's top grocers wanted to refresh its social presence and launch a TikTok channel.

I co-led a TOV workshop with client to create a social media personality relatable by busy parents. While other food brands focused on perfect plating and professional composition, our protagonist's kitchen... has crumbs on countertops.

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 team's 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.