Yes, it is true. I was the voice of Funyuns… or at least its social voice.
In October 2018, we were tasked to revitalize and rebrand Funyuns’ social accounts. With a focus on Twitter specifically, we transformed its brand into one of the fastest growing brand accounts on the platform and have etched ourselves within the meme-culture/Gen-Z audience that is incredibly relevant today.
Our main goal for this brand was to create an ever-present voice that consistently added its oniony POV across multiple categories. We wanted to break the traditional brand “Set it and forget it” method across social media - the idea that if you post and engage consistently with a unified voice, fans will follow along in hopes to see more content.
We broke out our content model into 3 different categories: Media, Text-Only, and Community Management. This three-headed monster is a categorization of how we consistently show up on fans’ timelines. A consistent tone & voice across all three of these was the glue to make sure that our content was rich, unique, and relevant.
Over those 9 months, the account grew from 0 to 28,000 followers. And while I'm really proud of our quantitative social growth, it’s the brand equity and qualitative growth that I'm most proud of. During this run with this brand, we were able to raise sales over ~14%, have seen over 69M impressions across all platforms, and average a 37% earned rate for all of our tweets.
