Creating an impactful social strategy can be a difficult task. How do you ensure your content is on brand? How do you know what type of content will resonate with your audience?
One brand that stands out with their playful tone of voice and engaging Tweets is recipe-kit delivery service HelloFresh. We chatted with Clementine Berlioz, Senior Social Media Manager, at @HelloFresh to learn more about their Twitter strategy.
Tell us a bit about yourself.
I'm Clementine Berlioz, the Senior Social Manager at HelloFresh. I was raised by French parents whose hobbies involved cooking, and I developed an infatuation with food and cuisines. After working in the tech space while maintaining a personal food blog, I started working for HelloFresh in New York. My current job includes both my passions: food and tech.
What does a typical day look like for you as a social media manager?
I need to be connected almost all the time. By the time I arrive at the office, I have already checked activity on our social platforms. I am lucky to have a great team who helps with social content and community management.
I focus on planning strategic campaigns, getting assets we need for each platform, getting our brand message across, and analyzing performance. On a typical day, I coordinate campaigns with the team and brief photos and videos. I try to participate in the content creation as much as I can to make sure it resonates with our audience. Additionally, I write and schedule posts for the week, catch up with my team on projects, and oversee analytics reports. My day ends at night, before going to bed, when I check our channels one last time and read comments from the day. I sleep better when I know our customers are excited by our recipes and their needs are well attended.
How does Twitter play a role in your social strategy?
Twitter is one of our main channels. We post throughout the day to catch our audience at the right times. Twitter offers a unique sense of immediacy by allowing HelloFresh to build direct connections with our customers. We love rewarding customers for cooking our recipes in real time. We often use Twitter to experiment with new formats. When something works, we adapt it to other channels.
HelloFresh has a really strong brand voice. Can you describe it in a few words?
Our voice is friendly, approachable, and encouraging. Our goal is to reinvigorate home cooking by showing delicious recipes can be quick and easy to make. We love Retweeting customers’ pictures with empowering shout-outs. Working in the food space demands creativity. This is why we can also be witty and playful (especially while using emojis and GIFs)!
How does your brand voice play into your visual brand identity? What unique visual aspects represent your brand and reinforce your voice?
In order to make our audience hungry for our recipes, we use bright and colorful photography and videos. We always keep in mind that the food can’t look intimidating. This is why you will always be able to identify familiar ingredients in any recipe we share.