Peperami Social
Welcome to the strange world of Peperami, straight from the mind of a strange human and a sausage.
The brief
Peperami wanted to continue their social account. I wanted to do more than that. It was time to break it.
The client was ANIMAL. A popular sports nutrition brand with an emphasis on bodybuilding.
Peperami had an existing social account with a collection of surprisingly loyal fans. It was my job to continue the content. They had not really maximised their use of motion prior to my joining with that task. This was particularly interesting as Peperami had historically been known for their small character: "Animal" since even I was a child. I wanted to give him some life again and really push the social. Little did I know, the insanity the social account would reach by the time I unfortunately had to leave the Peperami account. It was fun while
it lasted.
The approach
The amount of content requested for Peperami was frankly quite vast. Often planning and building the posts would be squeezed into two days in which a social plan for the month would be created. As such, picking my moments in terms of posts to give more animation was always a concern and tested my ability to create content on a very tight deadline.
I would effectively look through the events that would happen in a given month and see which days or events worked with the Peperami brand. Often focusing on silly ones such as 'National Album Cover Day' or my favourite, Halloween. I would then begin concepting posts based on these days or any other trends that seemed to be sticking around for the long term. But often, the ideas would be split into two. When I presented them to the members of the team that I worked with, some would make them laugh, others would leave them staring blankly. The ones that squeezed out a laugh, were the winners.
The posts would also be presented to the client in the Netherlands who often would not understand our decidingly British humour but could not disagree with the results they would get on social. With a tonne of engagement and comments, how could they. A common reply would be "We don't get it, but we trust that it is funny!" The kind of trust that you don't often receive
with clients!
The amount of content requested for Peperami was frankly quite vast. Often planning and building the posts would be squeezed into two days in which a social plan for the month would be created. As such, picking my moments in terms of posts to give more animation was always a concern and tested my ability to create content on a very tight deadline.
I would effectively look through the events that would happen in a given month and see which days or events worked with the Peperami brand. Often focusing on silly ones such as 'National Album Cover Day' or my favourite, Halloween. I would then begin concepting posts based on these days or any other trends that seemed to be sticking around for the long term. But often, the ideas would be split into two. When I presented them to the members of the team that I worked with, some would make them laugh, others would leave them staring blankly. The ones that squeezed out a laugh, were the winners.
The posts would also be presented to the client in the Netherlands who often would not understand our decidingly British humour but could not disagree with the results they would get on social. With a tonne of engagement and comments, how could they. A common reply would be "We don't get it, but we trust that it is funny!" The kind of trust that you don't often receive with clients!
The amount of content requested for Peperami was frankly quite vast. Often planning and building the posts would be squeezed into two days in which a social plan for the month would be created. As such, picking my moments in terms of posts to give more animation was always a concern and tested my ability to create content on a very tight deadline.
I would effectively look through the events that would happen in a given month and see which days or events worked with the Peperami brand. Often focusing on silly ones such as 'National Album Cover Day' or my favourite, Halloween. I would then begin concepting posts based on these days or any other trends that seemed to be sticking around for the long term. But often, the ideas would be split into two. When I presented them to the members of the team that I worked with, some would make them laugh, others would leave them staring blankly. The ones that squeezed out a laugh, were
the winners.
The posts would also be presented to the client in the Netherlands who often would not understand our decidingly British humour but could not disagree with the results they would get on social. With a tonne of engagement and comments, how could they. A common reply would be "We don't get it, but we trust that it is funny!" The kind of trust that you don't often receive
with clients!
The outcome
Peperami was one of the most rewarding projects I have worked on. The freedom given by the clients and the feedback I received from the people viewing the content felt really good. The amount of views and engagement the posts achieved was exciting, especially because they were mostly organic and not paid. But the element I will remember is a young boy who was obsessed with the Peperami account. He would comment on every post and share them around. If there was ever a post that wasn't as popular, I knew it would at least make him happy. The company and I organised for some Peperami merchandise to be sent to him, hopefully that made his day.
Who knew a cheeky (sometimes almost psychopathic) sausage could make so many people happy! I didn't. Until I worked with the meat himself.
The outcome