Jimmy John’s Social
I joined the Jimmy John’s social media team in October 2023 as a content creator and social media specialist. I created a strategy to increase engagement on the Jimmy John’s social platforms with an emphasis on TikTok and Instagram. Since October, the Instagram and TikTok accounts have both grown by 16% followership with an increase in organic engagement, as well.
I create content to support marketing activations and limited time offers through participation in relevant trends and memes in addition to the evergreen content for the brand as a whole.
420 Social Activation
I created a series of videos and meme content in order to position the Jimmy John’s brand for the annual 420 activation. The content appealed to a stoner audience, who resonated strongly to Jimmy John’s participating in an area where few brands dare to tread.
Pickle Bouquet
I made a bouquet of pickles to ask our followers to be our Valentines, and the post turned out to be one of the top-performing pieces of content, garnering 1.45M views across TikTok, Instagram, and Twitter.
We later repurposed the idea for an April Fool’s Day prank, which saw similar success. As it turns out, a lot of people might just prefer pickles to flowers.
The Sammy Awards
Much of our audience is comprised of music lovers, so I created these Jimmy-John’s-inspired parodies of the 2023 Album of the Year nominees. I used existing product photography and created each of the covers in Photoshop.
Our fans loved the carousel, which ultimately garnered over 18K views and a 14% engagement rate on Instagram.
Music fans also responded to our post for the Nicki Minaj “Gag City” trend and the Lana Del Ray coquette trend.
Kickin’ Ranch
One of the biggest challenges my team has faced this year has been the removal of Kickin’ Ranch from the menu. Our audience has a lot of very vocal fans of the condiment, and we knew we would face backlash no matter what we did. Ultimately, we decided we just had to rip the Band-Aid off, quite literally.
As predicted, the announcement video exploded, with over 2.6M views and 96.2K likes on TikTok alone.