Char-Broil was looking to elevate their social presence to be about more than just cutting down TV commercials and reposting influencer recipes. They wanted to promote their products but recognized that most people don’t buy a grill online. They were more interested in connecting with their audience—talking to them, learning from them, laughing with them, and most importantly sharing a mutual love for grilling with them. However, in 2015 Char-Broil’s social presence was a bit on the, um, raw side. Beyond reaching their core audience, our bigger challenge was demonstrating social media’s potential as an impactful force for both the brand and the business as well as where and how that untapped growth could be activated.
Timberland Stratham, NH
creative strategy art and copy direction concept development client presentation creative scope