Blaze Organic Social Strategy
Blaze's social presence had direction but no strategic framework. Content was ad-hoc, the audience skewed heavily toward existing customers and dealers, and resourcing made scale impossible. As the primary strategist, I developed a content framework designed for sustainability over scale: something the social manager could execute consistently while keeping the brand active, on-brand, and growing. When capacity got tight, I stepped in to support publishing directly.
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Developed a three-pillar content framework mapped to the full funnel: Inspiration at the top to drive reach and brand affinity, Education at mid-funnel to move prospective buyers toward consideration, and Proof at the bottom to reinforce trust and support conversions. Set a post volume split of 60/30/10 to weight the strategy toward audience growth given Blaze's high-investment, low-frequency purchase cycle.
Addressed a core positioning challenge: how to make Blaze aspirational on social when the brand sells components rather than full backyard solutions. The reframe was that aspiration doesn't require showing the complete outdoor kitchen but can come from what Blaze enables, including function-led lifestyle moments, recipe content, creator POVs, and installations where Blaze is the centerpiece.
Defined tactics per channel, prioritizing Instagram and Facebook as primary consumer channels, Pinterest for inspiration content, and identified LinkedIn as a future B2B opportunity for dealer and contractor audiences.
Built a lean content sourcing framework across four creator types to build an asset bank without requiring significant budget.
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The strategy was adopted by the social manager and used to guide channel direction through Q4. Direct publishing support kept the channels active during periods of constrained capacity. The framework established a clear and repeatable approach to social that the team could build on as resourcing and budget clarity improved in 2026.