Takis Intense Nacho Launch - First Non-Spicy Takis Product Launch (Q1 2023)
For the launch of Takis Intense Nacho, I led the social and influencer strategy for a multi-phase, full-funnel campaign designed to introduce a new flavor through culture—not traditional product marketing. The launch integrated celebrity partnerships with Steve Aoki and Charli D’Amelio, high-impact online video, creator integrations, and a coordinated organic and paid social ecosystem that spanned tease, launch, and sustain phases.
I defined the role of social within the broader launch plan, ensuring content worked cohesively across organic, paid, and influencer placements while maintaining cultural relevance and creative consistency. This included shaping platform-native storytelling, guiding creator and celebrity content strategy, and aligning paid amplification to extend reach, drive discovery, and sustain momentum beyond launch week.
By unifying celebrity influence, creator storytelling, and performance media under one social-first framework, the Intense Nacho launch demonstrated how culturally fluent social strategy can drive awareness, conversation, and long-term brand impact at scale.
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:
The launch reinforced the power of narrative buildup. Our initial announcement post outperformed the rest of the launch content across key platforms, likely because it built on teaser content that had already primed the audience and created anticipation. Momentum matters, and when audiences feel brought into the story early, performance follows.
We also learned that celebrity partnerships need intentional spotlighting to fully resonate. While the collaboration supported the product launch, the partnership itself took a secondary role, limiting deeper fan association. Moving forward, platform specific announcements, stronger engagement across partner owned channels, and more visible integration can help ensure celebrity collaborations feel distinct, culturally relevant, and meaningful to the audience.