Nicolandria
SOCIAL MEDIA CONTENT PRODUCER
CREATIVE DIRECTORS
JILLIAN WHEELER
MICAH WOODS
JILLIAN WHEELER
MICAH WOODS
DESIGNERS
MIRA THEDKI
CAROLINE COGLIANI
SOCIAL MEDIA CONTENT PRODUCERS
COLE GABRIEL-REBMANN
& BARI TIPPET
PHOTOGRAPHER
JUSSY
& BARI TIPPET
PHOTOGRAPHER
JUSSY
SWEETGREEN X NIC WENT VIRAL. WE DIDN'T LET IT DIE. WE BROUGHT IN OLANDRIA, BUILT THE NICOLANDRIA UNIVERSE, AND TURNED A CULTURAL MOMENT INTO A FULL CAMPAIGN. THE RANCHY BADDIE BOWL WAS THE DROP — BOLD, INTERNET-NATIVE, AND BUILT TO SPREAD. I WAS PART OF THE TEAM PRODUCING THE SOCIAL CONTENT, HELPING PUSH THE TONE INTO HUMOR, PERSONALITY, AND SHORT-FORM STORYTELLING THAT FELT LESS LIKE AN AD AND MORE LIKE A MEME. THE RESULT:
︎︎︎ 150+ ORGANIC REACTION VIDEOS
︎︎︎ #NICOLANDRIAXSWEETGREEN TRENDING
AT #5 ON TWITTER FOR SEVEN HOURS
︎︎︎ A LAUNCH THAT THE INTERNET RAN WITH SO WE DIDN'T HAVE TO
︎︎︎ 1.8M engagements
︎︎︎ 73.9K off-page engagements (shares + saves)
︎︎︎ 11M video views
︎︎︎ 150+ fan reaction videos︎︎︎ +10 point lift in share of voice
︎︎︎ 150+ ORGANIC REACTION VIDEOS
︎︎︎ #NICOLANDRIAXSWEETGREEN TRENDING
AT #5 ON TWITTER FOR SEVEN HOURS
︎︎︎ A LAUNCH THAT THE INTERNET RAN WITH SO WE DIDN'T HAVE TO
︎28M Total Impressions
︎︎︎ 1.8M engagements
︎︎︎ 73.9K off-page engagements (shares + saves)
︎︎︎ 11M video views
︎︎︎ 150+ fan reaction videos︎︎︎ +10 point lift in share of voice
