World Kitchen hired The Integer Group to elevate the social content across all six of their brands by increasing engagement and driving conversion with compelling stories on Facebook and Instagram. The social channels were brought to life by creating custom content, establishing social strategies with unique personas, and ultimately driving a consistent narrative arc that broadened their reach, inspiring new consumers to engage with their brands.
Leading a multifaceted team, I forged the creative process into well-oiled social machine. Starting with concept brainstorming, raw ideas were balanced against the established social strategies of each brand for tonality and demographic accuracy. From there, I crafted the shot direction in a brief write-up, sketched the intended composition, and worked with the copywriter to frame each story. The entire creative process was absolutely thorough and it didn't stop until the final product was something that filled the team with inspiration for the next round.
As a creative director, I'm not typically inspired to include impressive numbers or percentages, leaving those to the talents of an account team, but the results from this work are simply stunning. Like if you agree (with your actual thumbs up :)
Launching the Chicago Cutlery Instagram channel
Of the six brands within the World Kitchen portfolio, Chicago Cutlery was the only one without a social presence on Instagram. Launching a new social channel for a global brand is a rare experience so I approached it with an appropriately bold stroke. I crafted and directed a full profile page takeover designed to establish the Chicago Cutlery Instagram channel as the source for foodies and kitchen aficionados alike. The images were published and promoted in batches, compelling the viewers to visit the new profile page to see the full spread. The engagement was through the roof and the results were a cut above.
The work above represents just a small selection of highlights. The full range of custom social content can be seen on the respective social channels for each of the World Kitchen brands: Revere Corelle Pyrex Chicago Cutlery CorningWare Snapware
Above all, social content needs to be infused with the same level of authentic engagement that we expect from the audience. In short, it should be thrilling to make if we expect it to be entertaining to absorb. I frame my creative process around this story-telling principle and my team thrives in making content our clients and audience thoroughly enjoy. While we're often too embedded in our shot list to pull back, we manage to capture the magic behind the scenes - proud and ready for more.