Overview/Challenge: The primary goal was to significantly increase brand awareness for a national "Veg Education" initiative and encourage greater vegetable consumption among Australian children. The challenge was to make a traditionally "boring" topic engaging and resonate with a broad audience on TikTok.

My Role: As the Social Media Strategist, I oversaw the entire TikTok campaign, including content ideation, copywriting, analytics, scheduling, community management, and daily posting.

Strategy & Execution: I developed and executed a 3-month daily TikTok content strategy, leveraging trending audio, current platform trends, and a deep understanding of the TikTok landscape. The focus was on creating short-form, highly engaging video content designed to capture attention quickly. We maintained a rigorous daily posting schedule, complemented by a paid promotion strategy to amplify the reach of already high-performing organic content, ensuring maximum visibility and impact.

Results & Impact: This targeted campaign achieved remarkable success, generating over 1 million views across the series and contributing to a 30% growth in followers for the Veg Education account. The content successfully sparked dialogue and engagement around vegetable consumption, proving that strategic, creative approaches can make any topic compelling.

Key Learnings/Takeaways: This project provided invaluable insights into the nuances of the TikTok landscape, demonstrating how to generate significant interest and dialogue around seemingly unexciting topics. It reinforced the power of leveraging trends while maintaining authentic messaging to drive engagement and achieve viral reach.