Twang

Integrated Strategy

Bottle of Orange Beer Salt amid fresh oranges, with illustrated man holding a large slice of orange and some orange slices surrounding it.
Person holding a grocery bag and bottles of seasoning in a home setting. The bag is green and the person wearing colorful clothing and jewelry.
A woman with curly hair smiling and holding two bottles of hot sauce, one in each hand, indoors with a colorful patterned rug and a blue wall in the background.
Can of Twang Hot Pickle flavored salt surrounded by cucumbers, jalapeños, and yellow mini corn cobs.
A woman taking a selfie outdoors on a sidewalk in downtown Phoenix, wearing sunglasses, a black top, and camouflage pants, with the text overlay "Outdoor Patio Bars To Stay Cool."

Context: Twang, a beloved flavored salt and beer salt brand, needed to expand its digital presence and increase brand awareness while driving product sales across multiple social platforms, particularly as the brand sought to reach new audiences beyond its traditional consumer base.

Challenge: The Giant Noise team was tasked with developing and executing a comprehensive multi-channel strategy that combined organic content creation, influencer partnerships, and paid advertising to significantly grow Twang's social media following, increase engagement rates, and ultimately drive product awareness and sales across Instagram, Facebook, and TikTok.

Approach: I led the influencer marketing program while assisting with organic content strategy and paid advertising efforts to create a cohesive brand presence. For organic content, I helped develop engaging posts that showcased Twang's versatility across different use cases—from beer salts to cooking applications—resulting in 934 published posts across platforms. I strategically sourced and managed influencer partnerships that authentically integrated Twang products into creators' content, focusing on lifestyle, food, and beverage creators who aligned with the brand's target demographics. I assisted in optimizing paid advertising campaigns on Facebook and Instagram that drove significant post link clicks and impressions. Throughout the campaign period (December 2023 - June 2025), I continuously analyzed performance metrics and adjusted strategies to maximize engagement rates and audience growth across all three platforms.

Outcome: The integrated campaign delivered outstanding results: net audience growth of 3,975 followers (63.8% increase), with Instagram leading at 3,972 new followers (36% growth). The campaign generated over 21.2 million impressions across platforms (43.8% increase) and achieved 206,065 total engagements (47.9% increase). Instagram performance was particularly strong with a 3.1% organic engagement rate (285.8% increase) and 6.5 million views (194.1% increase). Facebook drove 128,894 post link clicks, while TikTok established a new presence with 222 followers and 102,277 video views. The multi-pronged approach successfully elevated Twang's brand awareness and positioned the products for increased retail sales.