One of my proudest achievements is driving growth for Wendy’s with the Gen z audience on TikTok. My writing effectively communicated a powerful opportunity for growth; using my presentation skills to persuade Wendy’s to turn a cultural insight (1 in 5 tiktokers is Hispanic) into meaningful engagement..

To bring my strategy to life, I partnered with US Hispanic TikTok creators contributing their voices to the platform in creative ways.

For instance, to introduce Wendy's Hot Honey Chicken and introduce its "sweet heat,” we collaborated with popular TikTok creator Leo González (2.3 million followers). On this creative platform, authenticity is essential: my cultural and platform expertise enabled Wendy’s to create English-driven content resonating with Hispanic audiences while maintaining an appeal to the general market.

Highlights
836K Views (Top Multicultural Content Video for Wendy’s)
+236% Growth in multicultural TikTok Views
Shift in messaging from Spanish Only to a modern English Driven Content reflecting Gen Z.

@wendys
Not sure if we’re delirious with hunger. Or hungry because we’re delirious. So many questions.
♬ original sound - Wendy’s

@leogonzall #ad The new Hot Honey Chicken Sandwich *IS* the story @Wendy’s ♬ original sound - Leo González

@wendys
Awesome? Annoying? Awesomely annoying? Quizás un poco de los tres?
♬ original sound - Wendy’s