Social Media Rollout, Strategy, and Community Management for the Red Baron Hometown Throwdown Challenge
Why do only a few select cities like NYC and Chicago get to have all of the fun with signature pizzas? To share the pizza love, the team came up with an idea to ask TikTok users to think of unique pizzas from their home cities that deserve some recognition. We partnered with TikTok influencer How.Kev.Eats and asked people across the country to comment what their city's craziest toppings would be.
Goal: Launch the Red Baron Hometown Throwdown Challenge through a social media campaign that garnered new audiences on TikTok and Instagram.
Deliverables: a 4-week social media rollout strategy that comprised a launch announcement video,15 supporting pizza recipe and bts box mock-up videos, finalist announcement video, winning recipe video, influencer campaign, and ongoing community management throughout the entire campaign.
First, we set up a coordinated social media launch rollout that comprised of the initial announcement from How. Kev. Eats on his profile asking his followers to comment what their hometown topping would be. This was followed by the announcement from the Red Baron Pizza brand account and 6 supporting foodtokers including @therealtati, @mississippi_kween, @thatmidwesternmom, @natelovlogs, @marcosworldNYC and @maddiegoetzzzzz.
To keep up the excitement of the contest, our team mocked up pizza boxes based on some of the most outrageous hometown topping entries left in the comments across the 8 announcement videos and posted them on TikTok with accompanying sounds that played off their ingredients.
Community Management was the biggest component of the giveaway with me strategically liking and replying to comments from the official Red Baron TikTok account to keep users engaged and pull eye catching entries for the next part of the social rollout.