Wagamama means naughty child. This playful brand wanted a fresh tone of voice to grow their social presence and express their spirited personality. I developed social TOV guidelines and applied this tone to social content, increasing followers and inspiring katsu-crazy customers to try their other dishes.

My mouth-watering content and smile-inducing copy lines brought their colourful, fresh-tasting and fun menu to life and showcased the joy behind the brand. I developed three content pillars to ensure social content remained varied and always performed for the brand. The content pillars focused on – occasions, taste and the uniqueness of the Wagamama eating experience.