Amazon Fresh: Cultural + Reactive Social Ecosystem
Amazon Fresh set out to feel more relevant, timely, and competitive in the grocery space. As a newer entrant, the brand lacked cultural credibility and needed to show up as a living, breathing presence rather than a transactional service.
The goal: transform Amazon Fresh into a socially fluent brand that audiences actually wanted to engage with.
Client
Amazon Fresh
Role
Social Strategy Lead
Scope
Reactive Content · Community Management · Creator Strategy
Channels
Instagram · TikTok
Year
2025
The Challenge: Making a grocery brand feel alive on social
Here we utilized a novel “3D photo” format rarely seen in brand spaces.
Strategy & Execution
Performance insights showed that creator-led and culturally reactive content consistently drove stronger engagement than traditional brand posts.
The strategy focused on:
Giving the brand a recognizable human voice
Responding quickly to cultural moments and trends
Expanding participation beyond owned posts into broader social conversations
To execute, I:
Hired Amazon Fresh’s first-ever in-house creator
Developed repeatable content formats optimized for social-first consumption
Rebuilt community management into an always-on engagement system
Led a reactive content team designed to move at internet speed
Trending Reactive
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Edge Off
Were the first major grocery brand to jump on this trending format, which resulted in virality, making this the fourth most viewed Fresh TikTok of all time.
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Romantic Dashcart
Took a TikTok trend about couples and made it 100% ownable my romanticizing the Dashcart by making it “her.”
Our Internet Subcultures
Viral Food Trends
Irreverent Food Content
Humor Content
Animal Content
Community Management
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Community Engagement
Community Management evolved from a once-a-week task into a constant, two-way conversation turning the Fresh comment section into an active, always-on engagement space.
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Leaders in the Space
As Fresh expanded into broader online communities through creative exploration and smart sourcing it has evolved from a grocery space leader to a major player in the wider branded community engagement ecosystem.