Content Strategist / Producer / Creative Director / Project Manager / Content Creation / Copywriter
Project Description
For the 2024 NHL All-Star Weekend in Toronto, Cheetos Canada celebrated its partnership by unveiling a special "Cheetos Top Cheetle" statue featuring a Bauer hockey glove.
My Role
PepsiCo Canada tasked me with developing and executing a social media strategy for Cheetos Canada’s Instagram and TikTok pages leading up to, during, and after the NHL All-Star Weekend. I created a cross-departmental strategy and workback plan covering organic social media content, influencer content, PR, paid social media, legal reviews, and approvals. I also worked with brand partners to ensure cohesive promotion. I oversaw content creation for organic social media campaigns and collaborated closely with the community management team to ensure cohesive execution.
My Output
The content strategy featured an "always on" approach, including temporary profile bios and visuals to highlight the campaign. It focused on video content, such as a recap of NHL All-Star Weekend from Chester the Cheetah’s perspective, athlete-focused content featuring NHL player Tom Wilson, and user-generated content to engage fans. I also worked strategically with brand partners like the NHL, Cheetos US, and Bauer Hockey to cross-promote and cross-distribute content.
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Client: PepsiCo Canada
Freelancer Agency: Passionfruit
