WAWM Sauce

WAWM® is a Trinidadian pepper sauce brand, specializing in crafting unique, high-quality hot sauces that are both delicious and nutritious. They are bringing a taste of Trinidad and Tobago to the ethnic aisles. In 2023, they lost their son, Andreas, and have launched a new Pineapple pepper sauce flavor to raise awareness for neonatal encephalopathy. A portion of all purchases goes to The Andreas Foundation. WAWM® sauce co-founder, Ryan Brown, reached out to me to help build the brand's social presence, implement a new TikTok strategy, assist with content creation, and foster a strong community.

Services | Socially Hooked Package

Social Media Management

Community Management

Social Strategy

Influencer Partnerships

Content Creation

The Strategy

Our social media strategy for WAWM® sauce centered around authenticity, flavor exploration, and community building. We highlighted the brand's Trinidadian heritage and traditional flavor profile, sharing stories and recipes that connected with our audience on a personal level. To showcase the versatility of WAWM® sauce, we encouraged user-generated content, partnering with food influencers to experiment with new and exciting flavor combinations. We also fostered a sense of community by engaging with our followers, and participating in relevant online conversations. By emphasizing these key pillars, we aimed to position WAWM® sauce as more than just a hot sauce, but as a cultural experience.

The Results

Our strategy drove higher reach, better engagement, and stronger visibility by shifting the focus from product-first to people-first content.

Instagram Highlights

Increased reach by +206%, with over 62% of views from non-followers

Profile visits jumped +67.7% after pivoting to founder-led content and trend-driven recipes

Reels made up 66% of total views

TikTok Highlights

Drove a +50.5% increase in post views, with nearly 97% of viewers being new

Saw significant growth in interactions: likes up 216%, comments up 111%, shares up 271%

Majority of traffic came from the FYP, showing our content aligned with TikTok trends and audience behavior

Social Cat Influencer Campaign Highlights

Executed 3 influencer campaigns with a combined 100K+ impressions

Successfully introduced WAWM® to new audiences through UGC-style content and authentic recipe integrations

  • WAWM meets Penn State

  • UGC Shot

  • Valentine’s Day

  • Christmas Graphic

  • Hot Ones Meme

  • Product Shot

UGC Content Creation

Social Cat Influencer Campaign

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