Clif Bar - Social Strategy

THE BRIEF

Give Clif Bar (Canada) a unique voice that is rooted in Canadian culture.

WHAT I DID

Find a way for Clif Bar to become relevant to a new audience, specifically, modern, urban based younger Canadians who aren’t very active in the outdoor community.

Conducting research I revealed category, company, customer, and culture insights. Collaborating with the client and creative team, we developed an organizing strategy.

The strategy created focus for their communications, rooted in what Canadians desired, while giving the brand options to express their proposition without subjecting themselves to aimless content.

Working in tandem with my clients I operationalized the strategy by developing the content architecture, the content pillars, channel priorities, and media allocations to address objectives that social needed to meet.

RESULTS

Client bought the strategy (October 2020) and used it to execute for their editorial/publishing planning across Clif Canada social