Provenance 譜珍譜法 Cookbook Social Media Assets
To help drive traffic to the Provenance 譜珍譜法 cookbook Kickstarter campaign page, I created a series of social media posts and captions for Instagram, Facebook, and LinkedIn. I put together messaging strategies, a list of relevant social media hashtags, and a social media content calendar.
Role
Digital Campaign Manager and Designer: conceptualization, illustration, animation, social media content
Client
Chef Peggy Chan and Grassroots Initiatives Consultancy
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Social Media Posts
The post dimensions were designed to fit into the client’s established Instagram grid style (i.e. alternating between landscape and portrait posts). A variety of post styles were created to test for audience engagement—including the classic Drake meme, behind-the-scenes, and educational. Kevin from Home Alone was also featured in the spirit of the winter season.
A glimpse of the social media content calendar
Select Social Media Posts
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An example of an educational multi-slide post on market power concentration.
Social Media GIPHY Sticker Set
To increase the campaign reach on social media, I created a set of GIPHY stickers that can be found and used as stickers on Instagram Stories. I drew and animated the GIFs on Adobe Photoshop.
Instagram Ad Video
Another part of the social media strategy was to create a paid ad video for Instagram. I began with a storyboard to visualize the frames and copy in the video. Using photographs and assets from the cookbook campaign, I created the video in Adobe After Effects. I also curated the audio and edited it using Adobe Audition.