THE ORIGINAL DONUT SHOP
All work below was performed when I consulted for the brand from September 2022 - May 2023.
A brand under the Keurig umbrella, The Original Donut Shop (TODS), prides itself on having a full-bodied Regular coffee and a variety of donut-inspired flavors. As a ‘treaty’ brand, they aim to shift any occasion from the norm and turn everyday occasions into a treat.
Over this 9-month duration, I oversaw multiple campaign partnership launches, curated quarterly social briefs, reviewed social creative, assisted in building a social playbook and performed monthly reporting.
DonutShopxMilkBar - Content Strategy + Copywriting
Do you find it odd that a brand that doesn’t sell donuts partnered with a company that doesn’t produce milk? It’s a holiday miracle! Even though they can’t be the cream to balance our bitterness, the season posed a perfect treat-worthy moment.
Working with the iconic, Christina Tossi, we brewed up a few treat recipes for fans to make at home and had in-store exclusives in NYC and Los Angeles. The treats were so good, we extended their limited-time availability by two weeks!
I was the lead organic content strategist for this rollout. We saw great traction upon launch and carried through as the holiday season arrived. In addition to planning the content, I wrote the social media copy that paired with assets on owned platforms.
Media Coverage:
Social Media Playbook - Channel Strategy + Opportunistic Moments
All brands need a playbook to dictate how they operate on each of their social channels in order to create consistency no matter who is behind the keyboard. From what hashtags to use (even though we know they don’t matter) to the channel's creative nuances and even social media creative suggestions.
A major part of the playbook and strategy revolved around being timely and staying connected to our younger audience. Being able to react to something happening in social and churnout a quality post within 72 hours or less.
Treat Thirty - Social Content Posting + Copywriting
It’s not every day you get to do the Carlton dance on a Zoom call without judgment. On my first day with this client, they tasked me with my best Carlton impersonation and if there’s one thing this Will Smith-loving (before the Red Table Talk) guy knows is some Fresh Prince.
So why are we talking about Alfonso Ribeiro?
TODS stuck up a sweet deal with him to be the main talent for activation that took place inside The Oculus Center in NYC! Every 30 minutes or as they say in NYC “it’s treat thirty” and when you see Alfonso, you get a chance to participate in an activity and win a treat. How neat!