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Concept project. A self-initiated content strategy for a sample food brand, built to show how I plan a full month of social media from idea to ready-to-post copy. The brand, products and targets are illustrative.
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Role
Content strategist and creative director
Scope
30 days, 4 pillars, 3 platforms
Platforms
Instagram, TikTok, WhatsApp
Deliverables
Calendar, pillars, post concepts, copy, creative direction
Ata Gold is a small-batch pepper sauce brand from Lagos with three sauces: Slow Burn (smoked scotch bonnet), Golden Hour (yellow pepper, ginger and turmeric) and Night Market (suya-spice chili crisp). The goal: turn an unknown jar into the sauce a city talks about in 30 days, moving people from curiosity to a first purchase.
Every kitchen has heat. Very few pepper brands have personality.
That gap became the whole strategy. Instead of selling spice, the campaign gives pepper a voice: warm, funny and confident, like the funniest person at the table. The line is Heat with a heartbeat.
Every post maps to one pillar, so the feed stays varied and always has a job to do.
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Brand storytelling. Farm-to-pot origins, smokehouse process and ingredient close-ups. Builds trust and a premium feel.
Measured by: watch time, new follows
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Education and product in use. Ten-to-thirty-second recipes that make the sauce the shortcut to a better dinner.
Measured by: saves, shares
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Community. Polls, taste challenges and a wall of customer plates. The audience becomes the campaign.
Measured by: comments, user content
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Entertainment. Packaging details, team humor and packing-day chaos. Makes a jar feel like a friend.
Measured by: shares, DM replies
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The Home-Cook Hustler (primary)
24 to 35, Lagos, Abuja, Port Harcourt. Cooks four or five times a week between work and traffic, follows food creators, and buys what looks good and arrives fast. Wants dinner to taste like effort without the effort.
The Homesick Diaspora (secondary)
27 to 40, UK, US, Canada. Chases the flavors of home, buys for nostalgia and gifting, and shares finds in family group chats.
Platform roles: Instagram is the hero platform (Reels for reach, Stories for daily conversation, carousels for saves). TikTok drives discovery through challenges and trend-led recipes. WhatsApp converts, using a channel and broadcast lists for drops, recipes and order replies.
<aside> 1️⃣
Week 1: Ignite
Spark curiosity
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<aside> 2️⃣
Week 2: Cook
Prove the utility
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Week 3: Compete
Ignite the community
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<aside> 4️⃣
Week 4: Convert
Drive the first order
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