Sam’s Club

In early 2019, Sam’s Club consumer research revealed that their brand was one that customers were just neutral about. They didn’t hate them, but they weren’t posting their shopping hauls on Instagram or raving about house brands to their friends. So my team partnered with Sam’s Club to overhaul their organic social channels and show customers all they had to offer. By early 2020 we had helped shift customer sentiment from one of indifference to them saying they loved the brand.

I helped accomplish this by doing trend research across multiple platforms on a weekly basis, creating custom brand illustrations and graphics, and developing content cadence that kept our tone consistent across channels.

However, the beginning of the Pandemic in March 2020 brought our hard work to a screeching halt. Sam’s Club stores were closed and we lost access to our office and photo studios. We lost all the momentum we had gained and customers were not happy with the brand. So, we shifted gears from brand inspiration to education.

Our content became about educating customers on how to shop in stores with the restrictions, Celebrated club employees who were showing up every day to fufull pick-up orders, and healthcare workers who were facing a hard year ahead.