Biena Snacks
Built Biena's digital audience from the ground up through social, influencer partnerships, and D2C launch campaigns.
Project Overview
Biena makes chickpea-based snacks for health-conscious consumers. As Digital Marketing Manager, I owned social, content, influencer marketing, and D2C growth.
The Challenge
A young brand in a crowded snack aisle needed awareness fast, with a small budget and a D2C site that needed traffic.
The Approach
Find the communities that already cared: gluten-free, plant-based, fitness, and wellness. Show up there with consistent content and creators they trusted, then use paid social to scale what worked.
What I Did
Audience Targeting
Defined core segments and built content around them.
Social Management
Ran content, publishing, and community engagement across Facebook, Instagram, and Twitter.
Influencer Program
Recruited creators and ran collaborations and giveaways.
Content Production
Produced photo, video, and Stories content in one brand voice.
Launch Campaigns
Promoted new products across social, influencers, and email.
Measurement
Tracked audience, reach, traffic, and D2C sales.
Business Outcomes
First-year social audience growth reached 900%, supported by strong engagement gains across core social platforms.
Jan–Jul 2018: Instagram 4,306 → 11,700 followers (+172%).
Facebook 8,007 → 14,950 followers (+87%).
Twitter 6,317 → 11,800 followers (+87%).
Approximately 46M potential influencer impressions in six months (potential, not delivered impressions).
Approximately 50K site visits by mid-year, on pace for the 100K annual goal.
Niche communities beat broad reach.
Creators lend you trust you have not earned yet.
Consistency is what turns followers into customers.
Audience Growth & Influencer Campaigns
Historical social audience charts, content campaigns, and site traffic reporting.
