milkadamia
milkadamia® is a premium macadamia plant milk brand dedicated to crafting uniquely delicious, creamy plant-based beverages that nourish both you and the planet. They partnered with Backroom to develop community management and engagement guidelines, oversee social content creation and publishing, design campaign strategies, and manage paid social advertising setup and asset creation. I worked with a graphic designer on the team to curate in-feed content.
Project Role | Backroom
Social Media Management
Community Management
Social Strategy
Social Campaigns
Giveaway Partnerships
Content Creation
The Strategy
Our social media strategy for milkadamia® aimed to strengthen brand awareness and foster community engagement, by implementing a multi-platform strategy. On Instagram and Facebook, we focused on building a loyal following of chefs, foodies, and Costco moms by sharing high-quality content, collaborating with aligned brands, and engaging in meaningful conversations. On TikTok, we targeted Costco moms and coffee lovers by repurposing existing content, sharing recipes, and hopping on trending challenges. Finally, on Linkedin, we engaged decision-makers in the food industry by sharing informative articles on responsible sourcing, highlighting brand partnerships, and discussing industry trends.
The Results
Organic Reach
Achieved a +61% increase in organic reach on Instagram over our 8-month collaboration, expanding brand visibility through consistent, engaging content
Influencer Campaign
Developed and executed the seasonal #EarthGirlFall campaign, generating 23K+ impressions and positioning Milkadamia® as a go-to for eco-conscious fall recipes
Established new relationships with 6 new coffee shops who didn't carry milkadamia to send free product to test and gather valuable customer feedback. By introducing milkadamia® to these new audiences, we were able to increase brand awareness and generate potential sales opportunities
Relationship Building
Community Growth
Drove a +9% MoM growth in followers, building a highly engaged, values-aligned community through a thoughtful content mix of sustainability, recipes, and brand storytelling
Giveaway Collabs & Social Campaigns