°:•.🐠*.•🪸.•:° the snack that smiles back °:•.🐠*.•🪸.•:°
°:•.🐠*.•🪸.•:° the snack that smiles back °:•.🐠*.•🪸.•:°
Goldfish Community Engagement
THE CHALLENGE
Goldfish had an opportunity to make its community presence work harder than simply responding to comments. In 2025 and beyond, audiences on social are increasingly savvy, cringing at their screens when a brand is forcing themselves into a conversation.
THE INSIGHT
The most valuable engagement opportunities aren’t the posts going viral. They’re the moments where Goldfish adds to the conversation in a way that feels entertaining to the audience and true to the brand.
On TikTok, when Goldfish comments gained traction, those moments directly contributed to follower growth.
THE STRATEGIC APPROACH
I developed a simple framework that filters how Goldfish should engage in the comments feed.
BE TIMELY.
BE ENTERTAINING.
BE ON BRAND.
Rather than commenting on every piece of trending content, with this framework I wrote social copy that drove engagement, earned positive sentiment and engagement from the content’s author (the “gold star” for Community Managers, if you will) and that stayed close (enough) to the brand voice.
THE RESULT
Within my first three months of managing Goldfish's community presence, I drove 200K+ engagements through social copywriting alone, averaging 15K+ engagements per week.
On TikTok specifically, Goldfish saw spikes in follower growth around moments when its comments gained traction.
Goldfish Gluten-Free Launch Case Study
THE CHALLENGE
Goldfish needed to make its gluten-free launch feel like a major moment. The brand wanted to create anticipation without simply announcing the product outright.
THE INSIGHT
The demand already existed. There was a passionate community asking Goldfish to make a gluten-free version, with some of the most influential gluten-free voices leading the conversation and driving spikes of keyword mentions.
THE STRATEGIC APPROACH
Turn community management into the first signal of the launch by strategically engaging the people most likely to amplify the news.
I researched the conversations driving gluten-free buzz and the sentiment behind them, identified high-impact influencers, translated those insights into the Community Management playbook for the launch, and strategically seeded approved comments into their existing content.
THE RESULT
The teasing became the announcement.
Creators independently made videos reacting to the Goldfish comments I published, effectively turning the community interactions into an unofficial announcement of the gluten-free product.
Within two weeks, those creator reactions generated 500K+ earned impressions.
