Reynolds
2015-2017
In my very first post-college position, I was lucky enough to intern at a Chicago-based advertising agency, Havas Chicago. As the only social media intern, I was tapped to work on a new project for Hefty/Reynolds: Reynolds Kitchen’s Endless Table. This social media phenom was a visually stunning and integrated campaign that included over 200 recipes, 16 seasonal tables and most impressively: The World's First Instagram Cookbook.
The cookbook featured beautiful table tops that were seamlessly stitched together to create one long Endless Table. Within each image was a subaccount that allowed users to deep dive into the dish and find step by step instructions on how to make it.
The campaign was praised for its creativity and ingenuity by Adweek, Digiday, and voted US Ad of the Week by The Drum.
Awards: One Show, Art Directors Club, AICP, Webbys and Shortys.
Social Media Intern | Social Media Marketing | Social Media Strategy & Deployment
How It Works & How I Helped
Each of the 233 recipes featured on the Reynolds Kitchens Endless Table received their own Instagram page complete with step-by-step instructions. As the social media intern, I was tasked to create an Instagram page for each recipe, upload and schedule the corresponding content, and monitor and respond to comments, questions, and feedback.
Additionally, I was responsible for planning and sourcing a total of 10 different photoshoots with the agency’s production team including finding a photographer who could shoot a continuous shot of the Endless Table. Production of this campaign included on-site photo shoot management, development of shot lists, prop lists, and helping the production team scout potential photo shoot locations.
Email Marketing
Because more than 75% of Hope in a Box’s donations come from email subscribers, we made sure to focus on email marketing for their end-of-year giving campaign. Focused on the stories of Hope in a Box’s teachers and students, these emails showed the positives of Hope in a Box’s work and how our work truly impacts their lives.
FPO
FPO
STRATEGIC PLANNINGS
Donor Mapping
Our Hope in a Box partnership includes identifying the Hope in a Box donor persona. To craft this persona, we completed a series of interviews with board members and surveyed the Hope in a Box donor pool.