Collaborating closely with the social team, we grew the Delectables social channel from 3K to 20K+ followers in one year and tripled engagement. I helped define the brand’s social tone of voice, staying ahead of trends, and leading the creation of consistent, social-first content to build our engaged community. I also oversaw creative for specific key tentpole moments and influencer-led holiday activations.

For Valentine’s Day we launched an influencer-led digital activation celebrating cat owners true Valentine, their furry friend. #BeMyMainSqueezeUp celebrated this bond with a limited-edition, heart-shaped box of Delectables Squeeze Up treats, a playful twist on traditional Valentine’s Day heart chocolates.

The initiative enlisted popular cat influencers and digital creators @pearlsragdolls, @champagneunicorns, and @itsdieselcat to announce the promotion.

Press: MediaPost  |  Pet Food Industry  |  Little Black Book  |  Ads of the World

Anchored in the insight that cats will physically go up, way up, for Delectables Squeeze Up treats, , we launched a user-generated content contest inviting pet parents to capture this behavior. Our Always Up for Delectables Squeeze Up activation drove engagement rates 9× and CTRs 3x higher than benchmark.

The campaign was promoted with both influencer creative and reminders we created in-house, using our own pets.

Our video submissions then became the source for our CTV spot as well as paid social. We created a song bespoke for the brand and the campaign.