Delicious, nutritious, snackable fun.
gimMe aims to bring its tasty and healthy seaweed to snacking hands everywhere, and we had the opportunity to partner with them to launch and spearhead a back to school marketing campaign focused on building brand awareness. During an unprecedented season of parents figuring out school and distance learning during COVID, our goal was to showcase the nutritional benefits of seaweed, make gimMe a household name, and feature easy and delicious options for snacktime.
Scope of Work
Brand & Marketing Campaigns
Content Development
Social Media Strategy
Social Media Content
Copywriting
Photography
Did you know that seaweed is a vegetable?
We wanted to change pre-existing perceptions around seaweed and instead highlight seaweed snacks as friendly and approachable for all palates and all ages.
When producing and art directing the photography assets for the campaign, we made sure to focus on gimMe snacks’ delightfully crispy texture and handy, portable size.
To appeal to younger audiences, we put a spin on gimMe’s turtle mascot—making him a friendly narrator highlighting seaweed’s many delights.
Seaweed can be for everybody
Additionally, we ran organic campaigns on gimMe’s social channels, which included sharing simple yet intriguing recipes in delightful stop-motion animations. Seaweed’s flavor profile can typically be associated with Asian ingredients, but we wanted to show how seaweed is incredibly versatile through these seaweed snack ideas.
Strong performance with crucial key learnings
Our collaboration with gimMe was incredibly successful—there were important learnings around the most effective ways to market seaweed snacks to a growing audience, as well as a 30% growth in Instagram followers after the campaign.
Organic community growth
+30%
growth in Instagram followers
Outperformed CTR industry benchmarks
+140%
social CTR
+38%
search CTR
“The Chen Design team is full of inspiring, thoughtful and creative ideas. Their team’s partnership and collaborative process allowed them to bring our Back to School Campaign to life which resulted in the highest engagement we’ve seen on our social media channels thus far!
From strategizing to creation, their team helped elevate our brand and create cohesive content that was relevant and timely during this year of uncertainty!”
Jennifer Lo, Brand Manager
winner
2021 American Web Design Awards, Graphic Design USA
Social advertisements that work
Tasked with creating the visuals and copy for a series of ad campaigns, we crafted a message that would resonate with parents navigating shelter-in-place orders, showing how seaweed could meet the entire family’s needs during snacktime.