Incredible Egg (American Egg Board)
Integrated PR & Digital Marketing
Incredible Egg is the consumer-facing brand of the American Egg Board. Throughout my 3 years on the account, I managed the social media channels from June 2017-February 2020, secured various earned media placements, ran multiple influencer programs and executed digital-aspects of events (White House Easter Egg Roll and Chrissy Teigen's Cravings Fest).
Role: Social media management, creative direction, influencer relations, earned media/PR and real-time agility lead.
Always-on Social Media
MANAGED A CROSS-NETWORK SOCIAL MEDIA COMMUNITY OF 1.14M FOLLOWERSINSTAGRAM, TWITTER, FACEBOOK, PINTEREST AND YOUTUBE
GREW INSTAGRAM'S FOLLOWING BY 23% (17K TO 21K) AND TWITTER'S BY 5% (53K TO 56K) IN 20194.4% AVERAGE INSTAGRAM ENGAGEMENT RATE (ER).15 PERCENTAGE POINTS ABOVE BRAND BENCHMARK
4.15% AVERAGE TWITTER CLICK-THROUGH RATE (CTR)4 PERCENTAGE POINTS ABOVE BRAND BENCHMARK
Real-time Agility (Trending & Cultural Moments)
World Record Egg
Strategy: When international news hit that an anonymous egg broke the world record for most likes on an Instagram post, beating out Kylie Jenner, the Incredible Egg (American Egg Board) quickly responded by publicly congratulating the account, offering its owners an Incredible Egg-ambassadorship and pledging to donate eggs in celebration of the eggcellent accomplishment.
131.5M earned media impressions750 new instagram followers in three days50k organic and 3.5M paid social media impressions14% instagram story engagement rate
One-pan Egg Sandwich
Strategy: When Incredible Egg spotted a social trend about a new food hack on how to make one pan egg sandwiches, we created an original video, shared across its blog and social channels, organically and with paid support, providing consumers with a step-by-step guide on how to make this trending dish themselves.
1.26M total social media impressions4.1% organic engagement rate on instagram and 9% organic engagement rate on twitter$0.03 Instagram cost-per-engagement and $0.15 twitter cost-per-engagement
Chrissy Teigen Night Eggs
Strategy: After Chrissy Teigen tweeted about her obsession with "night eggs," aka her favorite late-night snack, Incredible Egg responded by sending her a custom mini-fridge to safely store and access her beloved night eggs whenever the cravings hit, without ever having to leave her bed. After receiving the gift, Chrissy organically posted about the fridge on her Instagram Story, directly tagging the brand.
28.1M estimated impressions from earned instagram storystrong branding via visual and brand handle tagPositive celebrity sentiment
“Look how cute this is! Look at this tiny fridge I could put next to my bed.” -Chrissy Teigen
Easter Integrated Campaign
Strategy: For “The Superbowl of Eggs,” The Incredible Egg had the goal of increasing egg use during the Easter season, whether for cooking or arts and crafts. We developed a 3-part campaign based on consumer Google Search behavior and social listening to ensure new content was on-trend to catch the attention of media, search engines and social media algorithms.
Part 1: Partner with 2 DIY influencers for trendy Easter egg craft content to then amplify across earned and paid media channels (influencer's social posts, owned organic and paid social media, sponsored content with Apartment Therapy, and PR).
Part 2: Bring Incredible Egg’s sponsorship of the historical White House Easter Egg Roll to every consumer through interactive social media content and an insider look at the traditional First-Lady’s commemorative egg presented by The Incredible Egg.
Part 3: Express the value of saving hard-boiled eggs to use in egg salads during the annual post-Easter Egg Salad Week.
Role: Social media strategy & execution, content marketing manager, influencer programming and sponsored content partner.
200k visits to incredible egg easter website, a 111% YOY increase2 influencer blogs with 50 cross-channel amflification placements200M Earned media impressions with 40% top-tier coverage500+ new instagram followers during the easter season40K Pin saves and a 1.6% engagement rate on paid pinterest posts57% of consumers decorated eggs for eastera 20% YOY increase, according to a Market survey
45% of consumers used eggs for a easter recipea 30% YOY increase, according to a Market survey
Sponsored Snapchat Filter received 24K views with 25% usage.
