Project Overview
From Startup to Influencer
In its inaugural year as a content engine and influencer, Butter produced a tremendous volume of output. Here we’ll spotlight four of the more significant success stories - two episodic series (Atlannapedia and Whip’d), both of which are brand-sponsored, and two clients (Coca-Cola Freestyle and American Deli) who came to Butter specifically seeking high-velocity content at the intersection of creativity and cultural relevance.
Atlannapedia: The A from A to Z is one of Butter’s most popular monthly online shows. The comedy-leaning series features Atlanta celebrities and influencers doing word association for culturally tapped-in Atlanta topics, with guests ranging from Grammy winner Killer Mike to surging comedian Desi Banks. Every episode focuses on one letter of the alphabet, and the guests riff to hilarious effect based on their street-level knowledge of “The A.” The ongoing series has over one million impressions to date and is brand sponsored by Sweetwater Brewery.
Whip’d is another of Butter’s episodic fan favorites. It features renowned hip-hop producer DJ Scream interviewing Atlanta celebrities in nostalgic cars, wherein they share the stories of their first rides. Episodes have featured hip-hop legend Big Gipp of Goodie Mobb, artist Miya Bailey (arguably the most acclaimed black tattoo artists in the world), and Atlanta business leader Melissa Proctor (Atlanta Hawks CMO). Whip’d has garnered over 300,000 impressions to date and is brand sponsored by U.S. Auto Sales.
Coca-Cola Freestyle is the innovative self-serve beverage dispenser found in many quick serve restaurants. With over a thousand possible flavor combinations, Freestyle is all about variety, choice and self-expression. In 2019 the brand approached Butter looking for a way to more authentically connect with its audience. To achieve this we shifted the brand’s social strategy to be 80% response-driven, while creating timely content that reflected the brand’s creative personality. In “Dry January” we reminded Freestyle’s followers to stay hydrated with Dasani Sparkling Water. For the Golden Globes we matched Freestyle drink mixes to celebrity gowns on the red carpet. And for the release of Korean boy band BTS’s new album, we created an homage to band member J-Hope’s love of Sprite. The success of this content led to bigger asks from Coke, including a partnership where Butter announced that Cherry Vanilla Coke, the most popular Freestyle flavor, was going to be bottled and sold at retail.
American Deli is a homegrown Atlanta restaurant brand with 180 franchised locations. In 2019 Butter took their social presence from overtly salesy rhetoric to a monthly set of trend-adjacent content streams. Wings are a favorite at American Deli, so in addition to offering chicken wing commentary in memes starring Baby Yoda, our most popular piece for the brand asked followers the following question - “What do your wings look like when you’re done eating?” The post went viral and gained reposts from Chrissy Tiegan, Nipsey Hussle, Complex Magazine, Barstool Sports and more, leading to an article on Today.com titled, “How Much Do You Eat Off Chicken Wings? Twitter Chart Ignites Debate.”
Client
Butter
