Consumer Packaged Goods
Oreo | Post Malone Taste Twist Challenge
This was a paid influencer campaign I collaborated on for Oreo, designed to be flighted to both Oreo’s audience, Post Malone's audience, and my own. I was selected for my deep knowledge of music, culture, and social media, making me the ideal creator to help explain and promote the campaign.
The goal was to drive traffic to the Taste Twist Challenge, requiring approval from Weber Shandwick, Oreo, and Post Malone’s team. Since this campaign also included a sweepstakes, it was crucial to ensure all messaging was clear, compliant, and aligned with brand guidelines. The brand wanted to do native green screen techniques seen on TikTok for the final execution, and I ideated around those goals.
Benefiber
Benefiber, a legacy brand under Haleon, was exploring its presence on TikTok and Instagram as part of a strategic expansion into social media. To support this initiative, I freelanced at Weber Shandwick as a Senior Content Creator, producing 40+ pieces of content tailored for these platforms.
While Benefiber isn’t a pharmaceutical brand, navigating health claims and ensuring compliance with brand messaging was a key challenge. Balancing native, engaging content with strict brand guidelines made for an exciting creative challenge. I played a key role in launching and growing their social presence, helping to establish a consistent and engaging brand voice while driving steady audience growth.
Bread & Butter Wines
Bread & Butter Wines is the #1 wine brand in Canada and Sweden. As part of ARGO becoming Bread & Butter’s Social Agency of Record, I was tasked with concepting, presenting, shooting, and editing content for the brand.
The challenge was to develop premium yet native content for TikTok and Instagram, ensuring it felt authentic to each platform while maintaining the brand’s established aesthetic. Striking the right balance between cheeky and sophisticated was key—crafting content that resonated with audiences while staying true to Bread & Butter’s premium identity.
Carnation | Evaporated Milk
Carnation is a beloved legacy brand, cherished by grandmothers and baking enthusiasts alike. As part of a test paid program aimed at attracting a younger audience, I was responsible for concepting, presenting, filming, and editing content for Carnation at Weber Shandwick.
The challenge was to create visually clean, engaging content that balanced a fresh, youthful tone with Instagram-native aesthetics, all while staying true to the brand’s heritage.
Gas-X
Gas-X is a brand focused on relief from stomach discomfort caused by gas, embracing a playful yet tasteful approach—steering clear of crass or slapstick humor.
The challenge was crafting engaging, fast-turnaround content that leveraged trending TikTok sounds, native platform styles, and edutainment to connect with audiences in an authentic way. I was responsible for concepting, presenting, shooting, and editing all of Gas-X’s social content, ensuring it remained both informative and entertaining.
Lesser Evil Snacks | Daily Content
LesserEvil’s TikTok strategy focuses on creating relatable, aesthetic content that resonates with our core female demographic. We leverage trends such as ASMR, real-time pop culture events like eclipses, and themes like retail therapy to highlight where our followers can find our products. My role was as a senior content creator that helped idea, execute, and work directly with the brand
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Client: Oreo, Benefiber, Bread & Butter Wines, Gas-X, and Carnation
Project Type: Consumer Packaged Goods, UGC, Influencer, and Content Creation
Description: This is a selection of some of the Consumer Packaged Goods I've worked on in the past.
Concept: Create a variety of social executions using a deep understanding of native organic social content.
Additional Info: In the world of advertising, I have a deep background in consumer packaged goods. I've worked directly with brands, with agencies, and with influencer agencies to get content made
Agency: Weber Shandwick, ARGO, Lesser Evil Snacks
Content Creator / Influencer: Paul Weber
