Takis Group Snack Broadcast Channel Launch (Summer, 2025)
As Takis’ social strategy lead, I developed and launched the brand’s Instagram Broadcast Channel as a new, non-promotional way to deepen fan connection during peak summer activations. The goal was to move beyond one-way posting and create a direct, participatory space where fans could engage with Takis in real time—before, during, and after key cultural moments.
I defined the strategic role of the channel within the broader social ecosystem, positioning it as an extension of our experiential and cultural activations rather than a standalone tactic. This included setting the communication approach, audience prompts, and content cadence—teasing upcoming moments, inviting fan input, and sharing exclusive content from our most intense activations with our most engaged fans.
By integrating the Broadcast Channel with Instagram Stories and on-platform engagement tools, we transformed it into a two-way dialogue that strengthened community, increased participation, and made fans feel closer to the brand. The result was a scalable, always-on community layer that complemented Takis’ larger experiential strategy and reinforced social as a driver of connection—not just amplification.
My Role:
Identified a gap in real-time cultural relevance across social platforms and proposed a dedicated trend workstream to increase responsiveness and engagement.
Designed and implemented the process from scratch—including how trends were sourced, vetted, pitched, produced, and approved across creative, strategy, and legal.
Led platform-specific content strategy for TikTok and Instagram Reels— ensuring each piece of trend content aligned with brand voice while feeling platform-native.
Managed cross-functional alignment with internal teams (creative, strategy, legal) and external collaborators to ensure fast, efficient turnaround.
Oversaw content execution—from concepting through publishing—bringing creative POV to each trend while balancing timing and relevance.
Monitored performance and refined the system based on engagement data, platform shifts, and audience behavior—ensuring the workstream stayed dynamic, not static.
What we Learned:
Staying agile and culturally responsive is essential—real-time trend monitoring and creative adaptation not only boosted discoverability, but also extended reach organically. By leaning into timely content, we increased engagement, reactivated past posts, and expanded visibility beyond our existing audience.