For a leading FMCG cereal brand, I uncovered the core behavioural insight that shaped their hero launch campaign.

Using this, I built a full-funnel social strategy across Tease, Launch and Sustain phases. Working alongside Creative Leads to develop the narrative, content formats and channel strategy to fuel ongoing engagement across TikTok and Instagram.

The approach centred on playful, customisable content designed to maximise curiosity, hype and UGC.