A New Feed
Transforming the strategy and creative of Grill’d Healthy Burgers’ 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 engaging Instagram presence. So we completely overhauled the channel’s strategy and creative, turning it into something culturally aware, socially coded, and genuinely thumb stopping.
My Core Remit: Creative Leadership, Creative Strategy, Concept Development, Content Production
Content Worth Stopping For
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Catalogue Out, Culture In
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Content Worth Stopping For — Catalogue Out, Culture In —
Before
The Grill'd Instagram feed had a complete focus on product and lifestyle photography. It provided very little opportunity for creative exploration and testing, and it gave no reason to stop, interact, or share.
After
We overhauled the Grill’d social feed to lead with culture, talking with its audience rather than at them. We used the trends and tone of Instagram to give Grill'd a voice that felt like it truly belonged. We stopped serving content that gets seen, and started serving content that gets engaged with.
The exceptional results of this project kept on giving: Higher engagement told algorithms our content was worth sharing, making every future post more effective, compounding reach over time.