Swisher Sweets

Speaking the right language to an audience that craves culture

THE CHALLENGE: How do you connect to the right audience with a highly regulated product that prioritizes product-only content?

THE HOW: Create a social-first strategy that subtly speaks about the right culture and remains within regulated guidelines

The Results

When working with a tobacco product that’s known more for its cannabis recreational use, I helped create social-first, platform-specific strategies that subtly speak to the culture without the help of paid social support.

• Unlocked new audience insights for effective content, like discovering the brand’s gaming and crafting community.

• Introduced a conversational tone of voice and shifted promotional, product-focused content to a social-first execution.

• Introduced the power of lo-fi content with it being top-performing posts

• Oversaw community engagement efforts

• Created a comprehensive content plan for the 2023 Life is Sweet contest.

• Led reports and insights to help inform future content opportunities.