Jeni’s Splendid Ice Creams
Social Media Specialist | 2019 – 2021
For two and a half years, I led the development of strategy and content across Jeni’s organic social media channels, including community management, celebrity and influencer relations, and working closely with our creative team to support larger brand initiatives.
At the start of my role, I was tasked with growing the brand Instagram account to 300K followers. It had a little over 150K followers when I first started. At the end of my time at Jeni’s, the brand account had 331K followers—representing a 108% increase.
I also had the privilege of working on dream-come-true flavor collaborations with Dolly Parton and Tyler, The Creator. Our second collaboration with Tyler, The Creator, Pluto Bleu, won Campaign of the Year in the 2021 Sprout Social Spotlight Awards. And my work developing the influencer outreach and organic social media strategy for Jeni's Strawberry Pretzel Pie flavor collaboration with Dolly Parton helped the brand receive a Bronze Distinction from the 14th Annual Shorty Awards in the Multi-Platform Partnership category.
For my work with Jeni’s, I was named Adweek's Hottest Content Marketer in their 2020 Hot List issue and featured as a guest speaker at industry events, such as Social Fresh Conference 2020, Adweek’s Elevate: Publishing Summit, and Rival IQ’s Data-Driven Marketer webinar series.
Jeni’s State Fair
At the end of 2019, our marketing team came up with the concept for a state fair-themed flavor collection for summer 2020. We didn’t know that most state fairs in 2020 would be canceled due to COVID-19. To bring the Jeni’s State Fair to life via organic social, we invited people into this world by creating a virtual state fair experience on Instagram, as well as midway-style games, winnable prizes, and even a pie bake-off!
Flavor Collaborations
During my time at Jeni’s, I managed social for the launch of several, limited-time flavor collaborations. Dolly Parton’s ice cream that broke the internet. Two flavors with Tyler, The Creator—Snowflake & Pluto Bleu. A special limited-edition flavor with RuPaul’s Drag Race’s Nina West. And a fun twist on President Joe Biden’s favorite ice cream order: White House Chocolate Chip.
Memes
At Jeni’s, we did our best to create content that activated and inspired our community—working in service to our customers. Memes were part of that content strategy. By consistently putting out content that made our audience feel something, we aimed to become irreplaceable in people’s lives and transform them into brand advocates.