Edward Kim
Creative Lead & Social Expert
From posting photos of Jeff Garlin in his underwear on IG to sliding in your DMs as Kraft Mac & Cheese, it’s been one hell of a ride.
Turning real-time-moments on social to transformative brand acts is just as exciting as building anthemic campaigns for iconic brands.
Now let’s take a look at some of the work on brands I helped elevate ⬇️
CAPRI SUN
The internet was angry that day my friends.
A leaked image of Capri Sun in plastic bottles sent every media outlet into a frenzy thinking the iconic silver pouch was going away.
In 24 hours, we dispelled those rumors by taking a reactive real time moment and turning it into the biggest social growth in Capri Sun history.
The “Pouch Pallet” story generated over 1B+ impressions and 307 placements across online and broadcast media. Growing over 115K followers on TikTok over 48 hours.
BURGER KING
Creative Concepting + Copy | Paid & Organic Social | Burger King
DOLE WHIP
It’s creamy… but dairy-free?
Dole Whip is most commonly associated with the Disneyland experience.
But when Dole Packaged Foods was introduced to the freezer aisles, no one knew what the hell it was. The ice cream category is just shelves after shelves of the same old boring pints of vanilla.
So we were tasked to define something seemingly undefinable…
It’s not ice. It’s not sorbet. It’s not soft-serve.
We created an OLV campaign to educate the masses, and frankly, ourselves. We established a trademark perfectly describing what it isn’t.
Anything But Vanilla. That’s Dole Whip.
ORE IDA NAPOLEON DYNAMITE
PROTECT. YOUR. TOTS.
Ore-Ida introduced the tater tots to the masses. So for the 20th year anniversary of a cult classic, we introduced the Tot-Protecting Pants; a real, limited-edition product designed to right a 20-year-old injustice of Napoleon’s Tots getting CRUSHED. The pants featured a bully-resistant pocket, inspired by Uncle Rico’s “indestructible” Tupperware pitch in the film.
We broke the freakin’ internet. 412M earned media impressions, 88.5M views across platforms, 7.5% sales growth for Ore-Ida Tater Tots.
I led the community management for the campaign launch, yielding 100% positive sentiment score across social.
KRAFT MAC & CHEESE
Creative Concepting + Copy + CM | Organic Social | Kraft Mac & Cheese
CHICAGO MUSIC EXCHANGE
Social Partnerships + Feature Video | Chicago Music Exchange
