Role: Lead Strategist
Partner: StarKist
Brief: Relaunch a legacy brand's presence on X with an exciting sports partnership. StarKist tuna and their iconic mascot "Charlie" have been well-known and beloved for years. As they grow and start to place a bigger emphasis on protein, fuel, and wellness, the brand has found unique ways to maintain relevance and find new audiences.
Through a partnership with NASCAR veteran Kyle Busch, StarKist relaunched their X presence with a full on live-tweet of the Daytona 500 to support Kyle Busch, cheer him on, and encourage the community to "fuel" up for the race. This single day of reactive posting during the race earned over 15K engagements across 19 posts and 20 replies, with an engagement rate of 7.5% on the day.
