Chock full o'Nuts
Current Initiatives as Assistant Brand Manager
Background: The Chock full o’Nuts brand had stagnated in its communications strategy, particularly on social media. Upon joining the brand team I was given unilateral control over the Chock social media strategy and platforms. In partnership with our creative agency, we increased engagement cross-platform and transformed the brand’s communications on social. We did this by implementing a unified brand voice and strategy for interacting on Twitter in particular. Initially, none of the accounts were verified, but after about seven months of hard work and persistence we were able to get all three (even Twitter) verified with that coveted little blue checkmark. My social media team was very lean with only three people total, so I often drafted and posted many of the tweets myself, or piggybacked onto what my team posted.
Interacting with the Twitter community, particularly select verified accounts and fans of Chock full o’Nuts, was essential to growth. We also had a ton of fun doing so, which only bolstered engagement. Some of our best interactions occurred with accounts such as the Monterey Bay Aquarium, darth, I’ve Pet That Dog, Blair Braverman, the NYPD Beekeeper, and strangely enough, Microsoft Excel and Combos who we endearingly referred to as our “squad.”
We also strategized and perfected the brand voice in everyday posts, often with a good dose of humor, quirkiness, and snark.