Scope
Content strategy, community management, and real-time social execution for Bud Light Seltzer, with a focus on organic Instagram performance, cultural relevance, and audience growth.
Content strategy, community management, and real-time social execution for Bud Light Seltzer, with a focus on organic Instagram performance, cultural relevance, and audience growth.
The Challenge
Bud Light Seltzer operated in a highly competitive category where cultural relevance and speed were critical. The challenge was to identify moments where the brand could authentically enter conversations in real-time without paid media support while maintaining brand voice and driving meaningful engagement.
Bud Light Seltzer operated in a highly competitive category where cultural relevance and speed were critical. The challenge was to identify moments where the brand could authentically enter conversations in real-time without paid media support while maintaining brand voice and driving meaningful engagement.
The Approach
I led social strategy and community management with a reactive, culture-first mindset. The approach focused on spotting timely opportunities, engaging natively within existing conversations, and extending those moments onto owned channels in a way that felt intentional and on-brand.
I led social strategy and community management with a reactive, culture-first mindset. The approach focused on spotting timely opportunities, engaging natively within existing conversations, and extending those moments onto owned channels in a way that felt intentional and on-brand.
Key strategic actions included:
Actively monitoring cultural and creator-led conversations relevant to the brand
Identifying opportunities where the brand could engage organically without forcing relevance
Responding quickly in-platform to maximize visibility and momentum
Repurposing organic community moments into owned content
Prioritizing speed, tone, and authenticity over production value
The content relied entirely on timing, voice, and audience resonance with no paid amplification.
Actively monitoring cultural and creator-led conversations relevant to the brand
Identifying opportunities where the brand could engage organically without forcing relevance
Responding quickly in-platform to maximize visibility and momentum
Repurposing organic community moments into owned content
Prioritizing speed, tone, and authenticity over production value
The content relied entirely on timing, voice, and audience resonance with no paid amplification.
The Work
Real-time community engagement and comment strategy
Organic content creation derived from cultural moments
Social-first decision-making grounded in platform behaviour
Rapid execution without paid support
Real-time community engagement and comment strategy
Organic content creation derived from cultural moments
Social-first decision-making grounded in platform behaviour
Rapid execution without paid support
Key Takeaway
By staying deeply embedded in culture and prioritizing fast, authentic engagement, we were able to turn a single moment into high-performing organic content. This case demonstrates how community-led strategy and strong social instincts can drive meaningful reach without relying on paid media.
By staying deeply embedded in culture and prioritizing fast, authentic engagement, we were able to turn a single moment into high-performing organic content. This case demonstrates how community-led strategy and strong social instincts can drive meaningful reach without relying on paid media.
Saw the opportunity when @dudewithsign posted this to comment right away and leverage the screenshot on our owned channels. No media behind this post and all metrics are organic.
KPIS: 1988 Likes, 50 Comments, 365 Shares, 47 Saves, 41,096 Impressions, 283 Profile Visits
Had the opportunity to use a boat offsite so created this Reel on IG to target engagement. Storyboarded, captured and edited by myself.
KPIS: 123 Likes, 21 Comments, 200 Shares, 86 Saves, 4,906 Plays (This was during 400+ Followers)
Created evergreen content to build engagement. Storyboarded, captured, and edited by myself.
KPIS: 229 Likes, 18 Comments, 146 Shares, 29 Saves, 5,469 Impressions
Hopped on the "Oh No" trend. Storyboarded, captured, and edited by myself.
KPIS: 1988 Likes, 50 Comments, 365 Shares, 47 Saves, 41,096 Impressions, 283 Profile Visits
Leveraged the NHL Fanbase to garner high performing content on both IG and Twitter. This post received a reply from Ehlers on the Winnipeg Jets that increased our impressions.
IG KPIS: 296 Likes, 5 Comments, 71 Shares, 32 Saves, 5,883 Impressions
TW KPIS: 271 Likes, 3 Comments, 22 Reshares and a response from Ehlers garnering 400+ engagements
Leveraged TikTok trends to build engagement on Reels. Edited by myself.
KPIS: 296 Likes, 5 Comments, 71 Shares, 32 Saves, 5,883 Impressions
Leveraged TikTok transition trends for our Toronto Pride content. Edited by myself.
KPIS: 114 Likes, 7 Comments, 14 Shares, 13 Saves, 2,993 Impressions
Leveraged TikTok transition trends for our Calgary Stampede activation. Storyboarded, captured, and edited by myself.
KPIS: 248 Likes, 9 Comments, 50 Shares, 27 Saves, 7,454 Impressions
Leveraged Twitter comments during the NHL Jets Activation to build engagement on Instagram.
KPIS: 275 Likes, 6 Comments, 174 Shares, 15 Saves, 4,495 Impressions
Leveraged DONDA trend to create timely content.
KPIS: 244 Likes, 14 Comments, 83 Shares, 30 Saves, 35,660 Impressions
Leveraged TikTok trends. Edited by myself.
KPIS: 182 Likes, 18 Comments, 19 Shares, 10 Saves, 5,026 Impressions
Leveraged key moment during the NHL activation created a buzz for Seltzy garnering media hits and over 1 million impressions.
KPIS: 279 Likes, 9 Comments, 100 Shares, 36 Saves, 4,269 Impressions
Leveraged social trend to create brand voice.
KPIS: 111 Likes, 7 Comments, 34 Shares, 13 Saves, 2,059 Impressions
Leveraged TikTok trend to create content with our partnership with influencer. Storyboarded, captured, and edited by me.
KPIS: 171 Likes, 15 Comments, 24 Shares, 18 Saves, 7,693 Impressions
Leveraged key funny moment at the Calgary Stampede activation.
MEDIA: $1500
KPIS: 7,618 Likes, 175 Comments, 171 Shares, 125 Saves, 399,820 Impressions
Leveraged TikTok trend to create content. Captured and edited by me.
KPIS: 102 Likes, 8 Comments, 27 Shares, 26 Saves, 5,200 Impressions
Leveraged horoscope trend to build engagement.
KPIS: 176 Likes, 37 Comments, 94 Shares, 10 Saves, 6,945 Impressions
Leveraged TikTok trend to create content during our Budweiser Stage activation. Edited by me.
KPIS: 216 Likes, 16 Comments, 85 Shares, 9 Saves, 3,329 Impressions
Leveraged meme content to build engagement.
MEDIA: $1500
KPIS: 273 Likes, 16 Comments, 157 Shares, 45 Saves, 3,692 Impressions
Leveraged key moment during Escapade activation to build engagement.
MEDIA: $1500
KPIS: 10,511 Likes, 24 Comments, 185 Shares, 76 Saves, 117.711 Impressions
Image provided by the NHL Winnipeg Jets. Copy and creative strategy by myself.
Image provided by the NHL Winnipeg Jets. Copy and creative strategy by myself.
Successful contest creative that garnered over 10,000 of entrants and data capture.