crunch-a-tize scroll time
Our goal for social was to bring Cap’n into the social age and turn him into a bit of a meme lord. We really wanted to find that right mix of “oh I see what you did there” and “dang that made me giggles”. Overall, I think we did wonders!
To do this we created a mixture of meme content and crunchtastic recipe-based content that kept our audience saying “oooh myyyy crunch!”
ROLES + RESPONSIBILITIES
ACD - ART & COPY
CAP’N MEME LORD
When I helped launch the Quaker D3 (in-house agency) their brands hadn’t actually communicated in years. Like they hadn’t posted a single piece of content in years. So we had quite the task on our hands to transform Cap’n Crunch from “Cap’n Crunch is on Twitter?” to meme lord content creator. At least that was our vision. So over the course of a few years, we slowly built up our audiences of Crunchmates and begin to launch meme after meme along with amazingly tasty out-there recipes to entice our crunch fanatics’ taste for adventurous treats from dearest Cap’n.
Total growth for IG was yuuuuge, we went from 25k follers to 65+ followers in just under 2 years with very little paid support. Engagement across social channels also skyrocketed once we locked in on what our Crunchmates craved with some posts garnering hundreds of comments and a few having our fans commenting in the thousands. These were all amazing numbers for a brand that again had very little reach on social prior to my team jumping on board.
