Social
Over the last five years, I’ve had the pleasure to write, concept, and create for some of the cooler brands on social. Whether it’s the reach and scale of McDonald’s, the new frontier that is Walmart’s TikTok, the absurdity of Slim Jim, or the freedom of writing on behalf of a baseball stadium’s peanut vendor for the National Peanut Board, I’ve enjoyed it all.
Here are some of the highlights from my work on social media.
Walmart - TikTok and Twitter
Writing and filming for Walmart’s TikTok and Twitter accounts is extremely fun. Being one of the first massive brands on TikTok meant that we were making things up as we went along but the one thing we knew was that we wanted to be in a place where our customers are in an authentic way. We wanted to use the platform the way actual TikTokers use it.
I’ve worked on shop-able livestream events, bigger projects in support of Super Bowl commercials, and brand banter, but what I really love about this account is the day-to-day TikTok creation, commenting, and Twitter 1:manys.
It’s here that we’ve been able to create a brand voice and use that as the guiding star to make some pretty hilarious and engaging work.
And grow their TikTok followers by 100K in one year!
The National Peanut Board
In order to put a fun, irreverent face to the National Peanut Board, we turned their social media persona into that of a baseball stadium peanut vendor. He loved peanuts. He loved puns. He was nuts.
Gulden’s Mustard
When Heinz tried to trick Chicagoans into putting ketchup on their hot dogs with their “Chicago hot dog sauce,” Gulden’s mustard took it the streets to let the world know how Chicago felt. Our response was quick and scrappy and it paid off. Our video resulted in 33 placements and over 9M impressions.
As a followup, we partnered with the Chicago Cubs to make Gulden’s “The Official Mustard of the Chicago Cubs.” We even got fan-favorite, Pink Hat Guy to become Mustard Hat Guy for national mustard day and donated 5K to a charity of his choice.
The Slim Jim Meat Mate
For National Lazy Day, we created a Lazy Day Kit, complete with a Meat Mate Couch Caddy, and long-distance grabber, a fanny pack, and of course, plenty of Slim Jims. The kit came with an instruction card that most people were probably too lazy to read.
R0*tel Reaches Out To Richter
Andy Richter mentioned Ro*tel as an ingredient in his queso, so we delivered a custom queso bowl using his bitmoji. He tweeted the gift to his 1M followers but most importantly, to this day, Andy still follows Ro*tel on Twitter.
As a huge basketball fan, having the chance to write for McDonald’s All American Games social handles was non-stop fun. Check it out here.
One of the best parts about working for the Games was getting a McDonald’s All American Games jersey. I’m very obviously not an elite high school basketball player, but I think I could pass for a ball boy.
