Ooni
Amplifying Brand Engagement Through Cross-Platform Social Media Strategies
6.7k → 16.4k
Impressions
750 → 2.4k
Engagement
450 → 220k
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CASE STUDY SUMMARY
Project Index
Executive Summary
As Social Media Director at Havas, I led a cross-functional team to develop and execute a multi-platform strategy for Ooni. By leveraging behavioral insights, UGC, and dynamic content, we increased engagement, strengthened community connections, and drove measurable growth.
PROJECT DETAILS
Duration: 4 months
Campaign Budget: $10,000 – $25,000
Target Platforms: • Instagram Threads • TikTok • Instagram • Facebook
Tech Stack: Tech Stack: Community Management: Hootsuite, Sprout Social Content Creation: Canva, Adobe Express Analytics: Google Analytics, Buffer, Instagram Insights
Core Competencies: Core Competencies: • Community Engagement • Product Education • Trend Spotting • Cross-Platform Optimization
01. CHALLENGE/OPPORTUNITY
CHALLENGE/OPPORTUNITY
Ooni faced a saturated food tech market, making it critical to differentiate itself through authentic engagement and cohesive cross-platform storytelling. The brand sought to deepen community connections and drive conversions while maintaining its approachable tone.
INITIAL ASSESSMENT REVEALED:
Ooni’s audience expectations were rapidly evolving, with demand for more engaging and platform-specific content. The brand required a unified cross-platform strategy to foster authentic connections while reinforcing its fun and accessible tone.
02. STRATEGY & APPROACH
STRATEGY
APPROACH
03. IMPLEMENTATION & EXECUTION
THREADS
Content Type: Short-form Video + Community Engagement
Primary Focus: Real-time interaction
Core Strategy: Boost engagement with interactive polls and UGC features.
Key Tactics:
• Hosted live Q&As.
• Shared pizza-making tips.
• Highlighted over 1,000 UGC submissions.
TIKTOK
Content Type: Trend-Based Video + Influencer Partnerships
Primary Focus: Expanding audience reach and engagement
Core Strategy: Increase visibility and engagement using platform trends.
Key Tactics:
• Produced “Will It Pizza?” series.
• Partnered with influencers.
• Responded to trending challenges quickly.
Content Type: Seasonal Recipes + Community Posts
Primary Focus: Strengthening loyalty and fostering community
Core Strategy: Strengthen loyalty with platform-native content.
Key Tactics:
• Shared seasonal recipes.
• Hosted behind-the-scenes discussions.
04. RESULTS & IMPACT
Content Reach
Video Views
Video
Views
Community Engagement
Referral Conversions
STRATEGIC WINS
Video-Driven Growth:
• Short-form videos doubled engagement across platforms.
Integrated Strategy:
• Unified messaging tripled content reach.
UGC Advocacy:
• Over 1,000 submissions strengthened brand trust.
Cost Efficiency:
• Achieved 40% lower cost per engagement on Threads.
IMPACT
Behavioral Insights:
• Psychological triggers like curiosity elevated engagement.
Real-Time Interactions:
• Live content increased community engagement significantly.
UGC Trust:
• User-generated content became central to brand advocacy.
