Overview

As Chili’s merchandising agency, we partnered with Chili’s social team to create content for the Margarita of the Month program, tapping into the brand’s target audience of experience seekers. For each margarita, we delivered a suite of content that brings the drink to life, drumming up excitement and conversation around the limited time offer.

As social strategist, I partnered with the creative team to develop themes and interactive content around each beverage. I assisted on photoshoots, guiding the team on best practices and contributing ideas for photography and video.

Beyond the monthly promotions, I monitored social trends and viral memes for the brand to participate in real time, such as the Bernie Sanders at the 2021 inauguration or the renaissance challenge that I created in my apartment.

Results

• Maintained 7%+ average engagement rate across content (FY’21 goal of 5%)

• Bernie Sanders meme became the highest performing post of all of FY’21 with 8.5K likes and engagement rate of 11.2% on Instagram.

• Billie Eilish meme ranked in top 6 posts of FY’21.