Grilling is Happiness at Ribfest:
Coordinated a live event with Sears during a Chicago-area grilling festival. Live cooking demonstrations and a custom-made grilling bicycle drew fan engagement in person and on social media.
Press clipping: MAKE Magazine
Grilling is Happiness Homepage
Grilling is Happiness was the center for the grilling enthusiast community. A team of 12 grilling writers each added their own audiences to the group.
Sears: Grilling is Happiness
Who doesn't love a backyard grillout? Sears was seeking innovative ways to draw shoppers to its outdoor living products through storytelling and emerging digital media.
With the multi-channel Grilling is Happiness campaign, I created a connection between the fun of grilling and Sears outdoor living products. The first year campaign began as a social media experiment starting from the ground up, and I established a loyal audience, earning increased investment in the second year.
I drove the second-year expansion of the program to include a team of 12 influencers, an ongoing grilling tournament for community content, and a special event with a custom-built Sears grill-bike, for spreading grilling happiness. The campaign gained a highly engaged audience and national recognition.
RESULTS
- 100k shares: videos, photos, tweets
- 80MM impressions
- 3x audience growth YoY
MY ROLE: Community manager & creative lead
- Managed relationship with CMO
- Evaluated and hired vendor partners
- Vision for year-long content calendar, capturing trends in outdoor living
- Directed the work of 15 influential subject matter experts.
- Negotiated contracts
- Writing and brand management
- Established metrics and reporting
- A/B testing
TECH
- Wordpress, Photoshop, Hootsuite, Google Analytics
TIMELINE
- 2012 - 2013