Westgold is a New Zealand-based grass-fed butter brand that recently launched in Walmart stores across the United States with plans to expand distribution further in 2023.

To help kick off their US launch in Walmart, Westgold aimed to create buzz and awareness among unfamiliar audiences in key target markets. Westgold partnered with Jive to create a robust activation program, including a comprehensive social media amplification strategy in order to get samples in the hands of potential customers and create positive brand sentiment to visitors and new social media followers.

My team at Jive cooked up a delicious 12-day activation called The Butter Bar. It was a branded food truck, serving up mouthwatering baked goods across Los Angeles and San Diego slathered with.We created a full-on butter experience with a photo booth backdrop (because pics or it didn't happen, right?), brand ambassadors spreading the butter gospel, an on-site giveaway that had people buzzing, and goodie bags packed with seasonal Westgold recipes for all our butter-loving attendees.

As part of the social team, I took charge of the influencer strategy and social account management. We whipped up a social media calendar that was anything but bland, featuring interactive Stories, a social media giveaway that had followers scrambling to participate, on-site content capture that brought the Butter Bar to life online, freshly churned graphic design content, and daily TikTok posts that kept our audience coming back for more.

To really spread the word (pun intended), we brought three influencers on board to promote the Butter Bar to their followers. But we didn't stop there - we reached out to over 100 unpaid influencers, inviting them to experience the buttery goodness firsthand at our LA and San Diego locations. Talk about a recipe for success!

I managed the Westgold TikTok account and wrote social media copy for the Westgold Instagram account. During the activation, I managed the Westgold Instagram account and targeted community management to amplify their brand awareness. This resulted in a couple of top comments.

Westgold was launching in the US and needed an influencer campaign to build brand awareness and brand sentiment. I created a diverse talent roaster to represent the Westgold brand and coordinated the entire campaign from beginning to end.

Here are examples of brand, trending, educational, and UGC content that I edited and/or shot. I coordinated content creation with contractors and team members to ensure consistency on the platform. This is an example of UGC content I coordinated with a UGC creator, providing them with trending topics to cover for our social pages.

During the event, we were able to:

315% increase in followers on Instagram

19,052 total impressions and 1,828 total engagements on IG and TikTok combined.

9.6% engagement rate across social media channels.