Cheetos: NHL All-Star Weekend
Content Strategist / Producer / Creative Director / Project Manager / Content Creation / Copywriter
Project Description:
For the 2024 NHL All-Star Weekend in Toronto, Cheetos Canada celebrated its partnership by unveiling a special "Cheetos Top Cheetle" statue featuring a Bauer hockey glove.
My Role:
PepsiCo Canada tasked me with developing and executing a social media strategy for Cheetos Canada’s Instagram and TikTok pages leading up to, during, and after the NHL All-Star Weekend. I created a cross-departmental strategy and workback plan covering organic social media content, influencer content, PR, paid social media, legal reviews, and approvals. I also worked with brand partners to ensure cohesive promotion. I oversaw content creation for organic social media campaigns and collaborated closely with the community management team to ensure cohesive execution.
My Output:
The content strategy featured an "always on" approach, including temporary profile bios and visuals to highlight the campaign. It focused on video content, such as a recap of NHL All-Star Weekend from Chester the Cheetah’s perspective, athlete-focused content featuring NHL player Tom Wilson, and user-generated content to engage fans. I also worked strategically with brand partners like the NHL, Cheetos US, and Bauer Hockey to cross-promote and cross-distribute content.
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Client: PepsiCo Canada
Freelancer Agency: Passionfruit (Content Creation Support: Matthew Neubauer)
