NatuChips was my favorite salty snack growing up back in Venezuela. True story. So you can imagine my excitement when I was assigned as the Creative Director to lead the launch of the brand in the U.S market in 2023. Since then, I’ve continued to lead and oversee the account, driving growth across its social channels. So far, we've achieved a 1800% organic growth on Instagram and 4450% on TikTok.
MY ROLE
Strategic and Creative Direction: Develop and execute overall creative strategy.
Brand Development: Led the creation of a new Brand Toolkit, redefining the brand’s tone of voice, personality, and visual identity to compete in the U.S. snack market while staying true to its Latin roots.
Team Leadership: Direct and inspire a multidisciplinary team of designers, copywriters, community managers, editors, and creators to ensure cohesive and impactful creative output.
Influencer Campaigns: Partner with influencer agencies and worked directly with creators to develop campaigns that authentically connect with audiences.
Event Activations: Collaborate with our partner activations agency to conceptualize and develop creative event ideas, overseeing their alignment with brand strategy during execution.
Team Leadership: Direct and inspire a multidisciplinary team of designers, copywriters, community managers, editors, and creators to ensure cohesive and impactful creative output.
Influencer Campaigns: Partner with influencer agencies and worked directly with creators to develop campaigns that authentically connect with audiences.
Event Activations: Collaborate with our partner activations agency to conceptualize and develop creative event ideas, overseeing their alignment with brand strategy during execution.
Channel Growth: Launched the brand's Instagram account and grew it organically from 0 to 20k followers in 14 months.
WORK HIGHLIGHTS
Hispanic Heritage Month Campaign
Delivered a fresh and unexpected take on Hispanic Heritage Month with the campaign "Hispanic Heritage Truth". The aim was to challenge the broad use of the term “Hispanic” and the reason behind the celebration. We leveraged humor and light sarcasm to create spark conversations and generate engagement.
AI Content
Capitalized on the rise of AI to create buzzworthy and unique content. We played on the double meaning of AI as “Authentic Ingredients” and paired it with visuals of AI-generated hands during the quirky phase of AI artistry.
Always-On Content
Launched and managed NatuChips’ Instagram and TikTok accounts, producing a mix of engaging video and static content. Collaborated with in-house creators and influencers to build a strong online presence. Organized monthly giveaways, fostering community engagement and growing the accounts organically from 0 to 20k followers in 14 months.
