Laura Schluckebier

Launch: September 4, 2015
Role: Lead Project Manager
Agency: Threshold Interactive

Making tasty recipes with Butterfinger products is one of the key ways that consumers engage with the brand both in their real and digital lives. There are hundreds of Butterfinger recipes online created by consumers who love to infuse their baking with the crispety, crunchetiness of Butterfinger. In the fall of 2015, we helped the brand team create a central recipe destination to interact with their consumers on Pinterest. Previously, official Butterfinger recipes had lived on Butterfinger.com and Facebook, but with the growing popularity of consumer-created recipes, Pinterest was the clear next step.

The first step was creating a strategy around the launch, which included determining the types and number of recipes, posting cadence, and Pinterest influencers (or "Pinfluencers") engagement strategy. Given the September launch date, we decided to lead with Halloween recipes and several evergreen recipes. After two fairly grueling and exhausting 12 hour shoot days and several weeks of editing, our beautiful Pinterest images were complete. In addition to writing the recipe and pin copy, we also created the recipe webpages on Butterfinger.com to allow Rich Pin data to populate on each of the pins.

Our team collaborated directly with Pinterest to ensure that all of our creative, copy, and Rich Pin data would allow for maximum consumer engagement. It's always a great experience to work directly with platform representatives since we're able to absorb learnings and have an inside view to the platform.

With so many pieces to this launch from the strategy to the photoshoots to the copy to the repins, this project was one of my favorites to manage because it kept me on my toes to ensure nothing slipped through the cracks. The images also turned out so beautifully and the entire production was truly a team effort, which is always a mark of a success to me.

My specific responsibilities were as follows:

• Managed the pre-production including the strategy, shot lists, recipe selections, props, and day-of schedules
• On boarded our photographer, wrote his contract, and managed the processing of his payment
• Managed the two day shoots to ensure we got all of the shots needed
• Managed the post-production, including copy writing, image editing, and revisions
• Communicated directly with the brand team to get feedback and approvals on assets
• Worked directly with the Pinterest team
• Managed the development team to create the website recipe pages with Rich Pin data
• Created and maintained the schedule
• Estimated and tracked the budget