Social Media Management • Content Strategy • Copywriting
At OLIVER Agency, I’ve worked as a copywriter and social media content creator for a slate of clients, including Coors Light, IHOP, and Axe Body Spray.
CLIENT: MOLSON COORS
On the Molson account, I worked in close collaboration with the Senior Director of Strategy on the social media presence of Hamm’s Beer, Axe Body Spray, and most significantly, Coors Light. My role was to help modernize Coors Light’s posting strategy on Instagram and Twitter, while also adhering to the brand’s “Made To Chill” mantra - with this in mind, I wrote copy, designed memes, and helped spearhead online campaigns that played off themes of relaxation, comfort, not taking things too seriously, and what we deemed “visual ASMR.”
In addition to content ideation and strategy, I also helmed the community management aspect of Coors Light’s online accounts, responding to and flagging comments, addressing customer DMs, and securing user permission to post UGC (user generated content) from our active online fanbase. Below is a small sample of the Twitter and Instagram content I wrote and helped ideate for more talented artists to bring to life, including tweets, meme graphics, videos, and bite-sized catchphrases.
One of the more innovative, ‘chill’-based approaches I helped lead for Coors Light’s Twitter presence was to illustrate brief scenes with emojis. Not only were these more visually arresting than a standard text tweet, they helped breathe some life into our feed and helped play off the “chill” aspect of using goofy illustrations that helped show the brand wasn’t taking itself too seriously on Twitter.
Another content bucket that became fast favorite of our client’s was the “visual ASMR” approach we hired a few outside artists for.
To help viscerally demonstrate the feeling of “chill,” we found inspiration from a few popular time-lapse calligraphy TikTok artists and put a Coors Light spin on it, depicting pencil artists and ink calligraphers designing some of our brand assets . There’s something oddly soothing about watching a work of art come to life in front of your eyes, and these posts helped communicate that Coors Light had its eye on emergent video trends.
CLIENT: IHOP
At IHOP, I was tasked with helping update the client’s social media presence to more closely reflect ongoing social trends and rhetoric, and away from the primarily promotional content that had defined the brand’s presence thus far.
In aligning with the client’s brand focus of “Delivering Joy,” a key shift I helped introduce to IHOP’s online presence was to embrace a degree of absurdity native to social media users. Beyond just harping about the “joys” of the IHOP experience in specific, my strategy helped steer IHOP in the direction of producing content that “delivered joy” purely for its own sake, unconnected to any particular promotion or menu item, as had been standard practice in the past. The campaign was centered around positioning IHOP as a fun, relevant, and self-referential voice in that reflected the content, pop culture, and attitude of our users, alongside traditional promotional content. The results spoke for themselves.
