Sonic

Sonic has a strong fanbase, one that wants to be seen. Their goal was to stay relevant and make their audience feel included. While working with them I was constantly studying their audience, seeing what they were posting in-platform and what they really cared for. Through concept and production of UGC content my team and I discovered that the drive thru aspect that had defined Sonic since its founding, still defined its atmosphere and appeal for our audience, specifically with suburban moms that are trying to balance their hectic lives. The drive thru experience is a comfort space for many, an easy way to find peace any time of day.

With this in mind we brought in Annalee Grace, a social media personality, who posts content covering the chaotic truth about motherhood, marriage, and life. She was an archetype of one of our many cohorts, and with the audience she was connecting with, we found there was an overlap with Sonic’s audience. This is where Momfessionals was born. With Sonic’s drive as the set, we directed Annalee to hold intimate conversations with her husband, mother, and long time best friend in her car. These videos were posted to YouTube as long form content and cutdowns were made to promote it across all platforms.