downey's
potato chips
social media management
Industry: cpg, food & beverage
Location: waterford, mi, usa
Overview:
Founded in 1984, Downey’s Potato Chips began as a small family operation selling hot chips from their first storefront in Waterford, Michigan. Still family-owned and operated today, Downey’s continues to handcraft kettle chips in small batches, made exclusively in Michigan.
The goal was to translate the brand’s rich history, craftsmanship, and community roots into a social media presence that feels authentic, engaging, and relevant to today’s audience.
Early Momentum, Measurable Impact
By the third video produced and posted, the content reached 30,000 organic Instagram views, marking a 3–4× increase in average views per post compared to earlier content.
Engagement rates increased by an estimated 40–60%, driven by higher saves, shares, and watch time; key indicators of strong audience resonance. Achieving this level of reach with minimal posting volume highlights early momentum, efficient content strategy, and a strong foundation for scalable growth as production continues.
video strategy
Our video production approach centered on capturing authentic, behind-the-scenes moments inside the Waterford Potato Chip facility.
By filming in a raw, ugc-style, we brought viewers directly into the process, highlig
hting the people, movement, and craftsmanship behind each batch.
My Role:
Social media strategy and content creation, with a focus on storytelling, behind-the-scenes content, and community-driven engagement.
Approach:
Social content was built around showcasing Downey’s small-batch process, family-owned heritage, and Michigan pride. Behind-the-scenes footage highlighted the craftsmanship behind each batch, while recipe content and trend-aware posts brought the product into everyday moments. Content planning and scheduling ensured a consistent, approachable feed that invited the community into the brand story and strengthened local connection.
Results:
Increased audience engagement through authentic, behind-the-scenes storytelling
Strengthened brand connection with the local community
Established a cohesive social presence that balanced heritage with modern, platform-relevant content
My Role:
Social media strategy and content creation, with a focus on storytelling, behind-the-scenes content, and community-driven engagement.
Approach:
Social content was built around showcasing Downey’s small-batch process, family-owned heritage, and Michigan pride. Behind-the-scenes footage highlighted the craftsmanship behind each batch, while recipe content and trend-aware posts brought the product into everyday moments. Content planning and scheduling ensured a consistent, approachable feed that invited the community into the brand story and strengthened local connection.
Results:
Increased audience engagement through authentic, behind-the-scenes storytelling
Strengthened brand connection with the local community
Established a cohesive social presence that balanced heritage with modern, platform-relevant content
The Process
The Process
feeling inspired?
My Role:
Social media design and creative direction, translating the 2109 brand identity into scroll-stopping, cohesive social content.
Brand + Social Design Approach:
I designed social media visuals that reflect 2109’s mission through clean, trend-forward design. The content blends performance and lifestyle with minimal layouts, elevated typography, and neutral tones, positioning the brand as both functional and effortlessly wearable beyond the studio.
Click the link below to start the collaboration process!
