Faygo

As the primary point person for Faygo Beverages social media, I managed the brand’s year-round content calendar and analytics strategy in addition to leading multiple campaign initiatives designed to expand reach and engagement with younger audiences.

The Camp Faygo campaign is a strong example of how a strategically integrated earned and paid influencer approach can successfully drive brand awareness among Gen Z and millennial consumers. The campaign was designed to recreate a nostalgic summer camp experience with a modern social-first twist. To generate organic momentum, we engaged micro- and mid-tier influencers who were already genuine fans of the brand and provided them with exclusive Camp Faygo kits featuring limited-edition merchandise and product samples. These creators shared unboxing videos, Instagram Stories, and TikTok content without direct payment, helping spark authentic conversation and encouraging broader user-generated content through the #CampFaygo hashtag, with standout posts reshared on brand channels to reinforce a grassroots, community-driven feel. To expand reach, we paired this earned strategy with paid partnerships with macro influencers whose personalities aligned with Faygo’s playful brand voice; they created themed content such as Campfire Challenges and flavor tastings, while high-performing organic influencer posts were repurposed into targeted paid ads to maximize ROI while maintaining authenticity. The campaign also included a live Camp Faygo pop-up experience attended by select creators who shared real-time coverage across platforms, blending paid amplification with credible earned storytelling. As a result, the campaign generated more than 20 million organic impressions, increased social engagement by 30 percent compared to previous campaigns, improved paid media performance through influencer-led creative, and contributed to measurable brand lift among younger audiences.

In addition to Camp Faygo, I led the Flavor Revolution campaign, which highlighted that Faygo offers one of the largest flavor portfolios of any soda brand. The campaign was designed to communicate that no matter what someone’s taste preferences are, there is a Faygo flavor for them. Through social storytelling, creative flavor-focused content, and audience engagement strategies, the campaign reinforced the breadth of the product lineup while positioning the brand as inclusive, fun, and highly customizable to individual preferences.

I also led an experiential holiday homecoming campaign for Michiganders by installing a branded baggage carousel activation at a major Michigan airport featuring rotating Faygo bottles and immersive visual branding. The installation resonated strongly with travelers returning home for the holidays, generating more than 300,000 impressions and earning two International Advertising Competition awards for creativity and execution.

Additionally, I introduced Faygo’s first structured influencer program, initially securing buy-in for a modest micro-influencer budget and demonstrating early success that led the brand to expand the initiative after my tenure to include larger creators and partnerships with athletes from the Detroit Lions.

Together, these campaigns reinforced the value of combining community authenticity, experiential storytelling, and scalable influencer strategy to strengthen regional loyalty while expanding reach with younger audiences.