Scope
End-to-end social strategy revamp for Bosch Canada focused on transforming brand channels from product-led publishing to social-first storytelling. The project introduced a scalable content system driven by UGC campaigns, creator partnerships, lifestyle narratives, and structured editorial cadence across platforms.
ObjectiveShift Bosch's social presence toward a social-first content model that prioritizes real kitchen moments, creator storytelling, and culturally relevant lifestyle narratives. The goal was to increase engagement, improve content performance, and position the brands as part of everyday cooking culture rather than purely premium appliance manufacturers.
My RoleSocial Strategy Lead and Creative Director. I led the full social transformation including strategic planning, content framework development, creative direction, UGC sourcing, creator collaboration, briefing, and editorial planning. I oversaw campaign ideation, built the content playbook, directed storytelling concepts, and guided production and publishing cadence.
The Challenge
Bosch had strong brand equity but their social channels were heavily product-centric and not optimized for how audiences engage with lifestyle content on social. Posts were often static, brand-led, and lacked storytelling depth or cultural relevance.
The challenge was to create a content ecosystem that balanced premium product positioning with authentic cooking moments, creator-led storytelling, and repeatable social formats that could consistently perform in feed.
The Strategy
I developed a social-first content system built around lifestyle storytelling, creator perspectives, and real kitchen rituals. The approach reframed the brands as enablers of meaningful cooking experiences rather than simply appliance manufacturers.
Key strategic components included:
• Introducing UGC and creator storytelling to bring real kitchens and real cooking rituals into the brand narrative
• Shifting content formats toward Reels and social-native video storytelling
• Building a creator sourcing pipeline focused on food creators, home cooks, and lifestyle storytellers
• Developing a structured editorial cadence anchored in cooking rituals, seasonal moments, and entertaining culture
• Creating repeatable storytelling territories, including recipes, kitchen inspiration, hosting moments, and appliance mastery
• Developing creative briefs and narrative direction for creator collaborations and UGC campaigns
• Establishing content series and repeatable formats that audiences could recognize and return to
• Aligning organic storytelling with paid amplification to scale top-performing content
• Introducing UGC and creator storytelling to bring real kitchens and real cooking rituals into the brand narrative
• Shifting content formats toward Reels and social-native video storytelling
• Building a creator sourcing pipeline focused on food creators, home cooks, and lifestyle storytellers
• Developing a structured editorial cadence anchored in cooking rituals, seasonal moments, and entertaining culture
• Creating repeatable storytelling territories, including recipes, kitchen inspiration, hosting moments, and appliance mastery
• Developing creative briefs and narrative direction for creator collaborations and UGC campaigns
• Establishing content series and repeatable formats that audiences could recognize and return to
• Aligning organic storytelling with paid amplification to scale top-performing content
The Execution
• Conducted channel audits across Bosch social platforms to identify content gaps and performance patterns
• Built a social-first storytelling framework rooted in lifestyle cooking moments
• Developed creative briefs and narrative direction for creator partnerships and UGC campaigns
• Sourced and collaborated with creators to produce authentic kitchen content and recipes
• Established an editorial content cadence and publishing structure
• Introduced recurring storytelling formats optimized for Reels and video engagement
• Directed content ideation and creative execution across campaigns and creator collaborations
• Integrated performance insights into ongoing content optimization
• Built a social-first storytelling framework rooted in lifestyle cooking moments
• Developed creative briefs and narrative direction for creator partnerships and UGC campaigns
• Sourced and collaborated with creators to produce authentic kitchen content and recipes
• Established an editorial content cadence and publishing structure
• Introduced recurring storytelling formats optimized for Reels and video engagement
• Directed content ideation and creative execution across campaigns and creator collaborations
• Integrated performance insights into ongoing content optimization
The Results
• Multiple UGC and creator-led posts became top-performing content across Bosch channels
• Reels and video storytelling consistently outperformed previous static product-led content
• Creator collaborations increased relatability and cultural relevance for both brands
• Established a repeatable content system that balanced lifestyle storytelling with product education
• Strengthened engagement by showcasing real cooking moments and kitchen rituals
• Reels and video storytelling consistently outperformed previous static product-led content
• Creator collaborations increased relatability and cultural relevance for both brands
• Established a repeatable content system that balanced lifestyle storytelling with product education
• Strengthened engagement by showcasing real cooking moments and kitchen rituals
Key Takeaway
By shifting Bosch's channels toward social-first storytelling and creator-driven content, the strategy transformed premium appliance marketing into relatable lifestyle narratives. The result was a scalable content engine that consistently produced high-performing posts while strengthening brand relevance within cooking culture.
Videos created by May Lum Vallecilla and Kyle Crawford
Creative Direction, Strategy and Creator Management by Lauren Davila
Creative Direction, Strategy and Creator Management by Lauren Davila