In 2020, we saw the cultural emergence of viral content through TikTok, Instagram, and more. These channels are now optimizing search engines to maximize consumer engagement.
Today, TikTok is the #1 search engine for Gen Z. We took advantage of this cultural shift and developed content that not only reaches Gen Z, but engages this audience through in-app shoppable experiences.
The Purpose
Develop an editorial strategy that organically optimizes shoppable, in-app content with a specialty focus on food and beverage. The goal was to reach Millennial and Gen Z audiences through trending videos across popular search engines like TikTok, Instagram, and Pinterest.
My Impact
SEO Strategy
Content Strategy
Creative Development & Execution
Led creative team to develop content based on emerging trends from TikTok, Shipt's top-selling products, and Google to inform editorial and channel strategy.
In 2020 alone, we took a $0 idea and turned it into a full end-to-end consumer journey where creative teams developed over 100+ trending recipes across our social media, email, and Shipt in-app shoppable experiences.
