Our creative team implemented a bi-monthly production cycle to generate a steady stream of content. This content was carefully balanced to include:
Educational Value: Primarily delivered through recipes.
Brand Narrative: Showcasing company culture.
Product Launches: Promoting new offerings.
Timeliness: Engaging with trending social conversations.
Recognizing the dominance of short-form video, we dedicated time each week to sharing observations on emerging trends and cultural moments.
While our focus was predominantly on organic content for brand awareness, we uncovered several key insights:
Unexpected Engagement Drivers
Contrary to concerns that they might resemble paid ads, 3D rendered animations for new flavors consistently achieved soaring engagement rates.
Internal Culture Success
Fun and sometimes silly company culture videos garnered unexpectedly strong internal engagement.
To ensure constant content flow, we established a standard creative workflow, managing production from concept through to final delivery. Assets were provided to the social team for scheduling as early as possible. We intentionally reserved select asset slots for real-time sprints, enabling us to quickly react to and post about current social trends and commentary with relevant timing.
We maintained a fully stocked annual social editorial calendar, continuously evolving content to adapt not only to trends but also to the changing technical specifications of platforms including Instagram, YouTube, LinkedIn, and TikTok. Furthermore, each year we managed the content creation—including photoshoots—for the "Flavor of the Year" social campaign.