Social Media Management for Start-Up CPG Brand

Kaithleen Apostol

Brand Strategist

Video Editor

Social Media Manager

Role: Social Media Manager & Influencer Relations

Goal: Create a social media content strategy and growth campaign for new Filipino sauce brand, Fila Manila. Fila Manila makes award winning food products like Filipino Adobo sauce, Kare Kare peanut sauce, Ube Purple Yam spread, and Banana Ketchup! I worked closely with their founder Jake to create a social media strategy that aligns with their brand and tells the stories behind the uniqueness and beauty of Filipino culture and cuisine.

Educating The Masses About Filipino Food One Jar At A Time

I worked closely with their founder Jake to create a social media strategy that aligns with their brand and tells the stories behind the uniqueness and beauty of Filipino culture and cuisine. At the beginning of our partnership, I worked with the founder to craft content themes and better define their target audience in order for us to be more intentional with the content we created. I also optimized their social media profiles to be more Instagram SEO and algorithm friendly.

As their Social Media Manager, I handled the day-to-day operations behind their Instagram and TikTok accounts. I interacted with customers through DMs to answer questions about the product as well as share helpful tips and recipes. I also handled the creation of the monthly content calendar which consisted of, sourcing photos, designing eye-catching graphics, researching trends and relevant pop culture and holidays, as well as filming and editing videos.

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Key Achievements

In-Depth Filipino Cuisine Exploration:

Conducted extensive research on Filipino cuisine, delving into traditional recipes, culinary techniques, and regional variations to inform a nuanced and authentic content strategy.

Educational Content Creation:

Developed an immersive content strategy that included educational content around Filipino recipes, shedding light on the cultural significance of each dish and the fresh ingredients used in the brand's products.

Spotlighting Filipino Small Businesses and Talents:

Utilized the brand's platform to shine a spotlight on other Filipino small businesses and talents, fostering a sense of community and celebrating the diversity of Filipino entrepreneurship and creativity.

AAPI Collaboration and Engagement:

Forged strategic partnerships with other AAPI-owned brands to host engaging giveaways, driving audience participation and expanding the brand's reach within the AAPI community.

Creative Direction and Script Writing:

Provided creative direction for social media video content, ensuring a visually cohesive and engaging brand presence on platforms like TikTok and Instagram.

Crafted compelling scripts that effectively communicated the brand story, the uniqueness of its products, and the cultural narratives behind Filipino cuisine.

Full case study and work samples here

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Posted Oct 27, 2023

Developed a social media strategy, including audience analysis, content planning, and engagement to increase brand visibility and customer engagement.

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