ART DIRECTOR & WRITER &
CONCEPTUAL CONTENT CREATOR
The Pronunciation Debate
It started in a meeting when we all realized that we pronounce 'Utz' differently. We tested this insight on our organic feed, and found that this debate resonated with much of the internet.
Not only did people have differing pronunciations of Utz, they were willing to die on the hill, often tying their credibility back to their childhoods and lifelong love of the brand.
And thus was born The Pronunciation Debate. Two Utz social media managers break the fourth wall and duke it out to determine if the people are #TeamUhtz or #TeamOotz.
Generated millions of organic & paid impressions as well as earned media.
My Role:
Art Director & Content Creator.
Ideated, created & executed social campaign across several social media and streaming platforms through organic and paid deliverables. Used social insights and learnings to quickly create new content to address shifts in sentiment and keep momentum of campaign.
Once we established the two social media manager characters, we began posting and commenting from our two conflicting voices, all from the same handle.
And needless to say, people were confused and intrigued.
