Stop & Shop Social Media Campaign

Project Overview

Stop & Shop is a beloved regional grocery chain that needed to modernize their social media presence and better connect with their community. I developed and managed their social media strategy, creating engaging content that highlighted weekly specials, seasonal promotions, recipes, and community initiatives.

My Role & Responsibilities

As the Social Media Manager for Stop & Shop, I was responsible for:

• Content Strategy: Developed a comprehensive content calendar aligned with weekly promotions, seasons, and local events
• Content Creation: Designed and produced graphics, photography direction for product shots, and wrote copy for all posts
• Campaign Management: Executed seasonal campaigns including holiday promotions, back-to-school, and summer grilling series
• Community Management: Engaged with customers, responded to inquiries, and showcased user-generated content
• Analytics: Tracked performance metrics and optimized content based on data insights

Content Strategy

The social media strategy was built around several key content pillars:

1. Promotional Content: Weekly specials and exclusive social media offers
2. Recipe Inspiration: Seasonal recipes and cooking tips featuring store products
3. Community Stories: Highlighting local suppliers, employees, and community partnerships
4. Educational Content: Nutrition tips, meal planning advice, and food storage guides
5. Behind-the-Scenes: Store operations, product sourcing, and team member spotlights

Campaign Highlights

Seasonal Promotions

Developed targeted campaigns for major shopping seasons including Thanksgiving, Christmas, and summer BBQ season. These campaigns integrated promotional offers with recipe content and shopping tips.

Community Engagement

Created content highlighting local partnerships, charitable initiatives, and employee stories that strengthened the brand’s connection with the community.

Results & Impact

The social media strategy delivered significant results across all platforms:

• Follower Growth: 175% increase in total followers across Facebook and Instagram
• Engagement Rate: Improved from 2.1% to 7.8% average engagement rate
• Campaign Performance: Seasonal campaigns reached over 100,000 people with promotional content
• Customer Feedback: Received overwhelmingly positive feedback about recipe content and community initiatives
• Sales Impact: Promotional posts drove measurable traffic to stores during featured sales periods

Lessons Learned

This project demonstrated the power of combining practical value (recipes, tips, deals) with authentic community storytelling. Grocery stores have unique opportunities to connect with their audiences on a daily basis by helping them solve real problems—what to make for dinner, how to save money, and where to find quality ingredients.

The most successful content struck a balance between promotional messaging and genuine helpfulness, positioning Stop & Shop not just as a place to buy groceries, but as a trusted resource for meal planning and community connection.