Evergreen Content System
Project overview
From Campaign Launch to Always-On Brand Platform
Brand: MadeGood
Scope: Social + Brand Platform
Mandate: Transform a seasonal campaign into a scalable, always-on content engine capable of sustaining purpose storytelling year-round.
The Context
Un-Wreck the Future marked MadeGood’s first large-scale North American media campaign — a purpose-driven initiative rooted in the brand’s commitment to creating a win-win world where everyone can thrive.
The campaign spotlighted youth activists working to combat food insecurity and build more sustainable food systems across the U.S. and Canada.
From a creative standpoint, the platform launched with strong emotional resonance. The stories were powerful, the mission was clear, and the campaign generated meaningful audience engagement across channels.
But once the initial campaign went live, a deeper opportunity emerged. Without systems, it risked becoming a one-moment initiative rather than a long-term brand platform. What began as a campaign started revealing the potential to become a long-term brand storytelling platform.
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This initiative required leadership across:
Creative systems design
Content architecture
Visual identity frameworks
Production operations
Ambassador storytelling pipelines
Cross-team governance
I translated brand purpose into operational creative infrastructure capable of scaling impact storytelling long-term.
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Un-Wreck the Future moved beyond its original campaign mandate and became an embedded pillar of MadeGood’s brand expression.
It strengthened emotional connection with the brand’s audience, elevated purpose as an ongoing conversation, and created a repeatable model for future impact storytelling initiatives.
Most importantly, it demonstrated that when creative infrastructure supports brand purpose, campaigns endure.
Campaign extended beyond media flight
Built long-term brand equity
Increased community engagement
Established repeatable storytelling frameworks
Created infrastructure for future purpose initiatives
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As momentum grew, the focus expanded beyond campaign amplification into platform sustainability.
The mandate evolved into three core objectives:
Extend the life of the campaign beyond its media window
Ensure the storytelling and activism it spotlighted didn’t end when paid support tapered off.Shift brand purpose from messaging to participation
Create pathways for the audience to engage with the mission in tangible ways.Build a repeatable storytelling model
Develop the creative and operational infrastructure required to sustain purpose-led content long-term.
This required moving from campaign thinking to systems thinking.
To operationalize the platform, I led the transition from one-time activation to an evergreen content ecosystem.
We began by anchoring the storytelling in real changemakers.
Four lead youth activists, supported by a broader collective of 24, became the living narrative of the platform, each representing different grassroots approaches to tackling food insecurity, from community food distribution to localized sustainability initiatives.
Rather than centring the brand, we positioned MadeGood as an amplifier of these voices.
From there, I designed a repeatable storytelling structure that could scale over time without losing emotional depth.
Content formats were developed to spotlight activist journeys, highlight community impact, and educate audiences on the realities of food insecurity in accessible, family-relevant ways.
As the platform expanded, its influence began shaping MadeGood’s broader social identity.
Social Media Brand Building
We revisited the brand’s core audience: millennial mothers raising purpose-driven, allergy-conscious families, and redefined the role the brand would play in their lives. Not just a product provider, but a community advocate and educational guide.
To support this evolution, I led the development of creative systems behind the storytelling, establishing content frameworks, visual consistency guidelines, and production workflows that allowed the platform to operate continuously rather than episodically.
This infrastructure ensured the narrative could grow without fragmenting across channels.
Bullseye Target: Millennial Parents
28-38 year-old women who are parents that have 2-3 kids at home. They are concerned about the environment, prefer buying organic foods as well as have an inclination to support purpose-driven brands. Their children may have a food allergy.
Words to Describe Them:
Welcoming: Personable and Down to Earth - not disingenuous
Bright: Well-informed and Intelligent - not a know it al
Bold: Passionate and Out Spoken - always respectful
Empathetic: Imaginative and Helpful - not selfish
Brand Persona: The Advocate
Customer Champion + Coach
The Advocate is responsible for inspiring their close friends and
community to take positive action towards a better future for everyone.
The Inspiration:
AOC
EMMA WATSON
Signature Tone:
BE INCLUSIVE AND EMPOWERING
We like real and vulnerable stories that connect communities on a human level. We are not afraid to tap into our emotional side, we all feel.
When we are hopeful and inspiring, we are 100% transparent.Emojis: ❤️🌎💪
BE A RESOURCE & A GUIDE
We give easy and digestible information to our friends. When we are insightful and passionate, we use (!!!) - We celebrate our wins In innovation and product development.Emojis: ❤️😊👍
BE PERSONABLE & SHAREABLE
We keep a positive attitude and are empathetic to our friends’ feelings or problems and will always find a solution.
We try to respond to every message and comment quickly
We find solutions to problems
Emojis: ❤️🙂👍
How it comes to life:
The campaign brought us closer to our target demographic and we are excited to see the results as we start to implement them.