From just another CPG to lifestyle brand status.

Tillamook needed to increase their posting cadence and further humanize their brand on social media across campaigns, product launches, and brand partnerships to elevate the dairy co-op from just another CPG to a lifestyle brand.

THE ASK: Archive “irrational devotion” for the Tillamook brand.

THE INSIGHT: Archive “irrational devotion” for the Tillamook brand.

THE APPROACH: I tasked my team to try many new things using rapid ideation. Through frequent performance analysis, we were able to continuously apply learnings resulting in increased followership, higher quality engagement and a lasting recognizable voice on social.

Launching Spotify and TikTok

In addition to growing Instagram and Facebook followers and engagement, my team developed strategies to launch Tillamook onto new platforms. Tillamook’s Spotify launch included custom playlists to further establish the brand as a partner in the lifestyle space.

To help Tillamook keep up with the rapid pace of content on TikTok my team developed an in-house nimble studio that allowed us to create, edit, and publish professional-yet-authentic content. We were able to increase the number of productions each season, while also generating more assets from a single shoot.

#TillamookAtHome

Shopping habits changed drastically in March 2020 and my team produced a set of content to align with the emerging consumer insight that consumers (more than ever) were looking for an emotional and values-based connection to brands. (And, that millennials who previously couldn’t be bothered to shred cheese were suddenly buying up Baby Loaves.)

Team
Associate Creative Director: Elissa Kevrekian
Art Directors: Myranda Thompson, Daria Milligan, James Dolence, Beckett Asselin
Photographers/Videographers: Ian Langanhausen, Amaren Colosi
Writers: Ryan Coons, Otis Rubottom
Strategy: Molly Jones
Producers: Kate Adolphson, Torey Itaya