Social Strategist - Popeyes US
Lead Social Strategist - Popeyes Canada
At McKinney, I work with Popeyes US as a Social Strategist and Popeyes Canada as the Lead Social Strategist. Within this role, I have been able to amplify Popeyes social for the US and internationally for Popeyes Canada through intentional strategy, cultural trends, consumer insights, and research.
Within the role, I have also been able to utilize key social insights and analytics to oversee a team of creatives and ensure that content aligns with the strategy that I helped create.
The cool thing about marketing is always storytelling….below you will get a glimpse of my day-to-day as a social strategist through some of my favorite campaigns so far.
CULTURAL TRENDS
CULTURAL TRENDS
Part of your job as a strategist is to stay on top of real-time/cultural trends and moments that your brand (Popeyes in this case) can organically participate in. Below, you will find some of my favorites that I have ideated for Popeyes so far.
Beyonce’s Bday
If you know you know… Beyonce loves Popeyes. This was the perfect time to join in with her fans and Popeyes lovers in celebrating Queen Bey’s big day in a fun way.
Analytics - X
Engagements: 18,327
Engagement Rate: 5.8%
Impressions: 2M
Ain’t I Fresh?
We all know social media can be a brutal place. Derrick Lambert learned when a group of young women teased him outside of a what-a-burger because of his “old head” outfit. This was the perfect trend to hop on as Popeyes audience was heavily engaged in the conversation.
Analytics - TikTok
Engagements: 2,195
Engagement Rate: 2%
Views: 1.2M
Around the World
Around the world was a trend that focused on consumer insights (customers trying Popeyes in different countries) as well as in-platform trends of utilizing carousels.
Analytics - Instagram
Engagements: 3,610
Engagement Rate: 8.35%
Impressions: 48.62K
Superbowl LVIII - Popeyes x Ken Jeong
Super LVIII was one for the books. It was my first Superbowl campaign as well as Popeyes.
I was able to contribute to the overall creative concept for the commercial, create a social strategy (including teasers, during the game social activations, and post-game content), work cross-functionally with brand strategy, and take the lead on all Popeyes organic social Super Bowl content ideation. It was such a busy day and time but so worth it.
Campaign Insights
47 posts across social platforms
3,376 mentions (2/11/24 - 2/14/24 Super Bowl Weekend)
49.12M in reach
7.36% engagement rate
