Panera Bread
Since February 2022, I’ve worked with my creative partner at SuperBloom House, creating hundreds of pieces of content for Panera’s social channels. We strived to hop onto current trends, tapped into pop culture moments, and created content that made sense for the platform it was later posted on.
Since acquiring the account, we saw an increase of 72,000+ followers and a post reach increase of 38.17% on Instagram. In 2023, we made over 7.3 million impressions across Tik Tok and Instagram.
The Scope:
20+ original Tik Tok & IG concepts per month
Provide post copy for all assets in brand voice
Fit concepts into business objectives and paid media asks
Ideate concepts that fit into monthly content calendar
Stay on top of pop culture moments and provide client with realtime trends, often with 24 hr turnarounds
Provide key insights on posting and platform strategy
Girl Dinner, Roman Empire, Canon Event, GRWM, Nepo Babies, Coquette Era, Friendship Bracelets, Me Core, What's 4 + 4?, Cozy Cardio,
Girl Dinner, Roman Empire, Canon Event, GRWM, Nepo Babies, Coquette Era, Friendship Bracelets, Me Core, What's 4 + 4?, Cozy Cardio,
It Starts on Tik Tok…
The biggest social learning we took into account for the Panera social strategy was that trends are born on Tik Tok, and then evolve onto other platforms. From Roman Empires to girl dinner, most cultural trends start on the clock app and grow into a cultural movement of their own. In Panera’s strategy, we learned how to scale Tik Tok trends and content onto Instagram in a way that proved success. Our top performing IG posts from 2023 all started with a Tik Tok trend or buzz word.
Lo-fi Photo Library
My team and I at SuperBloom art directed and produced several product photoshoots for the brand that were the first of their kind. In learning that more ‘lo-fi’ photos performed well on IG as opposed to overly staged photos, we conducted multiple lo-fi photoshoots with professional photographer Kim Kovacik. I helped oversee the entire production of these shoots by art directing the props and wardrobe, recommending talent and selecting final shots.
In addition to capturing 20 final selects with Kim, I got to assist on-set while taking iPhone footage and BTS videos that helped supplement this asset library and ended up more than doubling the amount of stills and videos we supplied our client with.