About
Project overview
This project focused on developing a strategic public relations campaign for digital creator natashahasthemunchies, a food and lifestyle influencer with over 1 million followers across platforms. The campaign addressed challenges surrounding public perception and limited brand partnerships due to controversial content themes.
As part of a team, I helped create a rebranding strategy designed to shift the creator’s identity toward a more versatile lifestyle and food brand. The campaign aimed to improve audience engagement, reduce negative perception, and position the brand for long-term growth and partnerships.
Fifth Milestone
Results, Metrics & Reflection
Established measurable objectives, including reducing negative audience perception, increasing engagement, and improving brand partnership opportunities. Designed evaluation methods using platform analytics, engagement metrics, and audience sentiment tracking. This project strengthened my skills in digital strategy, audience analysis, and campaign planning while demonstrating the importance of adaptable branding in social media.
Forth Milestone
Campaign Execution Plan
Created a detailed campaign plan including content strategies, posting schedules, and platform-specific tactics for TikTok and Instagram. Designed actionable tactics such as increasing lifestyle content, optimizing captions for SEO, and implementing consistent brand pillars. Developed a structured workflow for content production and rollout over a 6-week campaign timeline.
Third Milestone
Strategy & Brand Development
Developed a strategic rebranding plan to transition the creator from a niche cannabis-focused identity to a broader lifestyle, food, and community-based brand. Established campaign goals, messaging, and brand voice centered on authenticity, relatability, and audience connection, while aligning content with mainstream and partnership-friendly standards.
Second Milestone
Audience & Market Analysis
Analyzed target audiences, focusing on Gen Z (ages 18–24) and Millennials (ages 25–34), who value authenticity, humor, and relatable content. Conducted competitor and industry analysis to understand trends in food and lifestyle influencing, identifying the importance of consistent branding and “brand-safe” content for growth.
First Milestone
Research & Problem Identification
Conducted an in-depth analysis of the creator’s digital presence, audience, and reputation. Identified a core issue: ongoing backlash related to cannabis use, which negatively impacted brand partnerships and public perception. Recognized an opportunity to expand into lifestyle and family-oriented content to broaden audience appeal.
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