A New Feed
Overhauling the strategy and creative of Grill’d Healthy Burger’s Instagram, resulting in a tripling of month-on-month engagement.
The Thinking: Grill'd had the brand and it had the product. But it didn't have the content people wanted to engage with. So we totally transformed the brand’s social strategy and creative direction, away from generic product imagery and toward culturally-aware, socially-coded, genuinely engaging content.
My Role: Creative Leadership, Concept Development, Creative Strategy, Content Strategy
3x Engagement
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Catalogue Out, Culture In
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3x Engagement — Catalogue Out, Culture In —
Before
The Grill'd Instagram feed had an almost complete focus on product and lifestyle photography. It communicated one thing: the product exists. It gave no reason to stop, interact, or share — which meant every post was working against the platform's algorithm, suppressing organic reach.
After
The new feed led with culture, talking with its audience rather than at them. It used the trends and tone of Instagram to give Grill'd a voice that felt like it truly belonged in the feed. It shifted from serving content that gets seen, to serving content that gets engaged with.
