Beyond Meat
Developing a playbook for a leading CPG brand
Role
Digital Marketing Intern
Company
Year
2022
Skills
Social & Digital Marketing
Brand Marketing
Executive Communication
Problem
After a series of changes through the COVID-19 pandemic, Beyond Meat had not updated its social media playbook since its rebranding back in 2019. As a result, there was uncertainty around best practices for the company on Instagram, TikTok, and digital channels in general.
Solution
I worked across social, digital, paid, and foodservice teams to create a new Social Playbook encompassing strategies for each channel, posting cadence, voice/tone, and more. Once presented to the CMO & CBO, it was quickly implemented and is in use now as the "single source of truth".
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