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 content, 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.

Key Links:

-@cheetoscanada: Fan Fair Activation Mid-event Video (+ on TikTok)

-@cheetoscanada: Chester’s Fan Fair Recap (+ on TikTok)

-@cheetoscanada: Cheetos Top Cheetle Statue Reveal

-@cheetoscanada: Meme graphic

-@cheetoscanada: Coverage ft. NHL Player Tom Wilson

-@cheetoscanada: Chester photo feature

-@cheetoscanada: Dedicated NHL ASW Story Highlight

-@bauerhockey: Cheetos Top Cheetle video 

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Client: PepsiCo Canada

Agency: Passionfruit

Content Creation Support: Matthew Neubauer