World Kitchen needed to increase social engagement and conversion across all six of its brands on Facebook and Instagram. Our work brought the brand’s social presence to life by creating custom content, establishing social strategies with unique personas, and ultimately driving a consistent narrative arc that broadened their reach and inspired new consumer engagement.
Starting with concept brainstorming, we balanced raw ideas against the established social strategies of each brand for tonality and demographic accuracy. From there, I crafted the shot direction, sketched the intended composition, and worked with copywriters to frame each story. The entire creative process was absolutely thorough, culminating in creative presentations that made the team proud and the client excited for more.
Role: Associate Creative Director
73.3MM total impressions served since launch
136.98% increase in site traffic from all social platforms
Engagement rate increased from 0.38% to 11.03%
Launching the Chicago Cutlery Instagram channel
Of the six brands within the World Kitchen portfolio, Chicago Cutlery was the only one without a social presence on Instagram. Launching a new social channel for a global brand is a rare experience so I approached it with an appropriately bold stroke. I crafted and directed a full profile page takeover designed to establish the Chicago Cutlery Instagram channel as the source for foodies and kitchen aficionados alike. The images were published and promoted in batches, compelling the viewers to visit the new profile page to see the full spread. The engagement was through the roof and the results were a cut above.
Above all, social content needs to be infused with the same level of authentic engagement that we expect from the audience. In short, it should be thrilling to make if we expect it to be entertaining to absorb. I frame my creative process around this story-telling principle and my team thrives in making content our clients and audience thoroughly enjoy. While we're often too embedded in our shot list to pull back, we manage to capture the magic behind the scenes - proud and ready for more.