Client Overview

Michael Chernow, a renowned celebrity chef and restaurateur, was preparing to launch his new CPG brand, Kreatures of Habit. 

Brand Challenge

Michael needed to re-engage his social media audience to generate excitement before launching Kreatures of Habit and for his pre-seed raise. The goal was to create a compelling narrative that would deepen audience connection and boost interaction across platforms to have a successful go-to-market launch and early sales.

Strategy

I realized we needed to tell Michael’s whole story. To reposition Michael’s personal brand and elevate engagement, I developed a content strategy based on four key storytelling pillars that reflected Michael’s life:

• Family Life: Show people he's a dad and a husband. You know, the relatable stuff.

• Business Insights: Let him talk about his journey as an entrepreneur. The ups, the downs, the whole shebang.

• Health & Fitness: Keep the fitness stuff, but make it personal. Share his routines, his struggles, his wins.

• Authenticity & Vulnerability: This was key. Let him show his real self, the stuff he's overcome, the things he's still working on.

So, what did I actually do? Well, I:

• Wrote his copy: Crafting compelling, authentic storytelling that resonated with Michael’s audience.

• Made it look good: I gave his visuals a refresh, made them match his new vibe.

• Took over his socials: Strategizing, curating, scheduling and managing his content for maximum impact.

• Refined his online persona: We helped him figure out how to show his authentic self online.

• Rebranded his message: We made sure the visuals and words matched the feeling of his brand.

Guess what? It worked! Like, really worked. Here was the impact:

• 50% increase in engagement, reversing previous declines.

• +3,000 new followers, marking a significant turnaround from prior mass unfollowing trends.

• Highest-performing posts in three years, despite already having an established influence.

• Deeper audience connection, with followers leaving heartfelt messages and engaging meaningfully with content.

It's pretty amazing what happens when you let people see the real you, right?

If you want to see what all the fuss is about, check out Michael’s Instagram:https://www.instagram.com/michaelchernow/?hl=en