Hi-Chew is a popular candy brand known for its delicious flavors, chewiness, and of course... its Japanese origin.  To increase brand awareness of the famous fruity chewy candy from Japan, my team was tasked developing a social media strategy to introduce the brand to U.S. consumers while building a larger, more engaged fanbase across each of the brand's social media outlets.

 

As VP of Digital and Social Media, I oversaw digital strategy for this account and led a team of creatives to brainstorm, design, and create content (images and videos) to support the brand's key moments in time (such as Easter, Halloween, and new flavor launches). From photoshoots, to working with artists, editors and graphics designers, we created a year's worth of always-on content to keep fans and candy lovers alike entertained throughout the year.  In addition, my team ideated and executed event activations, partnership content, and more to encourage general candy fans to join the Hi-Chew community, and increase e-commerce sales.