Baskin-Robbins
Social Brand Transformation
At Baskin-Robbins, I helped reshape the brand's social presence into a more creator-driven and culturally relevant ecosystem designed to better connect with Gen Z audiences online.
Challenge
Despite strong brand recognition, Baskin-Robbins lacked the cultural fluency and social speed increasingly shaping Gen Z attention and purchase behavior.
Solution
The brand adopted a more expressive social narrative built around humor, relatability, and cultural participation, using creators as part of a broader distribution ecosystem across social platforms.
Approach
The strategy shifted the brand away from polished messaging toward faster, socially native content optimized for platforms like TikTok. Content systems were restructured around real-time engagement, creator collaboration, and reactive storytelling.