Overview:

In October 2024, Taco Bell launched the TBX campaign, spotlighting three emerging chefs from across the U.S. as they reimagined the iconic Crunchwrap Supreme. This campaign featured an episodic content series on Taco Bell's YouTube channel, where chefs Reuben Asaram, Jennifer Hwa Dobbertin, and Lawrence "LT" Smith shared the inspirations behind their unique Crunchwrap creations, highlighting how each recipe connected to their personal stories and cultural influences.

My Role & Strategy:

I led the social media strategy and ideation for the campaign, crafting a multifaceted social rollout that underscored Taco Bell's innovative spirit. The objective was to attract a new audience while reinforcing brand loyalty among existing fans through engaging storytelling and platform-specific strategies.

• Creative Storytelling: I collaborated closely with a creative agency to design the storytelling framework, developing storyboards and shot lists that captured each chef’s narrative in a way that aligned with Taco Bell’s voice and brand goals. During the shoots, I was on-site, working with talent and production to bring the episodes to life authentically.

• Content Strategy and Rollout: I developed a comprehensive social calendar and rollout plan spanning Taco Bell’s YouTube, Instagram, TikTok, and X accounts. This included a phase-by-phase posting strategy that guided creative development and optimized content for each platform. I briefed internal and external creative teams, providing detailed decks and marketing briefs for graphic design, photography, and content production needs.

• Short Form Content Development: To amplify the YouTube series on TikTok and Instagram Reels, I created tailored social concepts that leveraged platform best practices and aligned with Taco Bell’s channel-specific strategies. The goal was to engage Taco Bell’s audience on these platforms and drive traffic to YouTube for full episode views.

• Paid Media: I collaborated with the Media team to develop a paid media strategy focused on boosting YouTube viewership of the series. This involved crafting a content timeline that maximized visibility across platforms by following platform best practices.

• Creator Marketing: I designed a creator marketing plan to expand awareness of the TBX program and drive viewership for the series. The influencer roster included a mix of micro and macro creators who shared affinities with the featured chefs through geography or cultural background. My role included developing the strategy, selecting influencers, and establishing deliverables and rollout details.

• Project Management: Throughout the campaign, I managed deliverables, timelines, and communication with cross-functional teams, ensuring a seamless process from concept to execution.