Yes! Apples
I led the social strategy and creative ideation for Yes! Apples’ Instagram, developing content buckets and concepts that positioned the brand as bold and personality-driven. Working closely with the creative team, we shaped a story focused on product-forward recipes, trending moments, and informative graphics designed to drive interaction and strengthen brand identity.
I supported the social rollout strategy for the Yes! Apples rebrand, planning the teaser phase, grid break, and launch moment.
Partnership goals:
Shift audience perception of apples from a generic produce item to a recognizable, personality-driven brand, while increasing engagement and building a stronger social presence that feels playful, modern, and culturally relevant.
Strategy:
I developed a content strategy centered on showcasing the depth and versatility of apples through educational posts highlighting varieties, flavor profiles, and use cases. To bring more energy to the page, I incorporated trend-driven content, man-on-the-street moments, and approachable recipes.
After identifying multiple viral recipe moments, I expanded that content pillar to further lean into recipes as a highly engaging format.
Step 2: Launch
The refreshed Yes! Apples branding was introduced through strong UGC-led content and a giveaway, encouraging audience participation and amplifying excitement around the new identity.
Yes! Apples Brand Refresh Social Strategy
Led social strategy and provided creative oversight for the launch of Yes! Apples’ brand refresh.
Viral Moments
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Engagement Rate
Step 1: Tease
To signal the start of a new chapter for the brand, I planned a grid breakup using Yes! Apples’ new visual elements to clearly separate the upcoming era from the previous feed.
From there, I developed teaser content that hinted at the upcoming brand refresh without fully revealing it, building anticipation and encouraging speculation.
Step 3: Support
After launch, I continued guiding content to reinforce the new brand identity — updating visuals with the refreshed palette and focusing on key pillars: apple education, retail awareness, and craveable recipes.
