Beverage · Sep 2022 – May 2023 · via ViralStevenLLC
The Original Donut Shop
A Keurig brand known for full-bodied coffee and donut-inspired flavors. Over nine months I oversaw campaign partnership launches, wrote quarterly social briefs, reviewed creative, helped build a social playbook and ran monthly reporting.
My role
- Content Strategy
- Copywriting
- Channel Strategy
- Opportunistic Moments
Donut Shop x Milk Bar
Content Strategy + Copywriting
A brand that doesn't sell donuts partnered with a company that doesn't produce milk. A holiday miracle! With Christina Tosi we brewed up treat recipes for fans and in-store exclusives in NYC and LA.
As lead organic content strategist I planned the rollout and wrote the copy. The treats were so good, their availability was extended by two weeks.
Social Media Playbook
Channel Strategy + Opportunistic Moments
A playbook so the brand sounds consistent no matter who is behind the keyboard — and a system for reacting to culture with a quality post in 72 hours or less.
Next project
Core Hydration