In order to define Soul Prime’s social media strategy, I first had to learn the brand’s identity. After watching videos of the owner working in the kitchen, I started workshopping a brand persona reminiscent of Mama Odie from Disney’s “The Princess and the Frog.” Odie’s wisdom and nurturing nature are traits I saw in the owner’s cooking videos. I channeled that when planning the brand voice. 

After this, I started to map out content ideas. This place is a food lover’s paradise, specifically if you’re in the upper class and ready to do some exploring. However, that’s not as important to the brand as the connection each menu item has to soul culture. As such, I mapped out 4 different types of reels that would be easily recreatable by any content manager: 

1. B-Roll 

1. Food centric (25%)

1. These are videos that focus on selling the food. They include glamour shots of the dishes,

   people eating their food, and other creative executions.

2. Atmosphere centric (25%)

1. These are meant to show off the ambiance of Soul Prime. Whether it be highlighting the magic of the

   kitchen, the vibes inside the restaurant, or a focus on the artwork, we want people to know just what a

   dining experience at Soul Prime is. 

2. Direct Storytelling 

1. About the dish (12.5%)

1. Soul Prime prides itself on having a menu rooted in the history of soul. Each dish has a story behind it, and we want to tell that story. Whether it be videos of the food being cooked or videos of ownership talking about their inspiration, we want to use these videos to sell Soul Prime’s story.

2. About soul (37.5%)

1. While these will appear as b-roll videos on the surface, they will be accompanied by voiceovers. This will allow ownership to tell the story of soul– a story that influenced every aspect of Soul Prime. 

Please click here for the full content strategy document.