tillamook
100+ years of brand equity.
a whole new social playbook.
How do you make a 100+ year-old brand feel relevant to a new generation without losing what made people love it in the first place?
Build cultural relevance.
Reach a younger audience.
Create a social presence that strengthened community and brand awareness while still feeling unmistakably Tillamook.
strategy
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creative direction
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creator partnerships
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strategy · creative direction · creator partnerships ·
from brand-first → social-first
strategy behind the shift
simplify production
built a faster, lo-fi production model designed around the speed and behavior of social.
build cultural relevance
created room for trends, conversations and cultural moments while keeping the brand distinctly tillamook.
product → personality
moved away from promotional product messaging toward entertainment, education and product-led storytelling.
community-first
used content, conversation and creators to turn passive audiences into an active brand community.
beyond the brand account
translated the same strategy into our creator roster with Team Tillamook.
a year-long program with micro to macro partners across key markets to drive new brand awareness & a true community - becoming the site’s #1 driver of traffic.
the shift worked
+3,000% increase across organic social KPI’s.
