Yoplait Goes Social
(2011-2014)

In 2011 social media was still quite new and not many brands proactively planned content or even maintained a presence. While General Mills was in the process of creating formal social media guidelines for its brands, Yoplait was given permission to test and learn on both Facebook and Twitter. I was hired as an independent contractor and for the next three years I worked with the brand team to develop the brand’s voice, tone and visual direction for social media. I worked closely with creative services teams, developed measurement standards, drove paid social efforts and provided crisis counsel when necessary. 

Before Go-GURT had an official web site, Yoplait used Facebook tabs to provide engaging material for moms. I planned and created the site from start to finish, including content, copywriting and web development in addition to managing the brands social platforms.