LEON Social Content

Conceptualising, storyboarding and animating LEON’s social content using strategic insights.

2023-2024

Objectives

The strategy behind LEON’s social is based on three pillars: People, Personality and Playfulness. The intent behind this was to humanise content, championing guest value and not just selling products, all the while keeping a humourous, cheeky tone. LEON aimed to attract a more Gen-Z audience through keeping content fresh, relevant and fast-paced.


DESIGN EXECUTION
For me, this meant crafting visuals that were vibrant, bold and eyecatching– particularly across our animated content. I suggested using LEON’s colourful range of brand colours across product reels, threading through the cultural and culinary identity I had constructed for each dish, and giving them a distinct visual appeal.

I started off by storyboarding content, visualising how this would move through dragging elements across Illustrator artboards and recording my screen. I would then present to key stakeholders, including the Marketing Director, to ensure everyone was on the same page. Once approved, I then moved storyboards to After Effects and began animating, looping in key stakeholders along the way to ensure they were happy from the work in progress to the final deliverable.

KEY CONSIDERATIONS
A fast pace was key in attracting a Gen-Z audience, so I kept the flow between frames fast, and experimented with different transitions that kept LEON’s feed feeling fresh. I also pitched more pop-culture themed content, such as LEON-themed Spotify Wrappeds, and a Traitors themed post, making content more culturall relevant.

RESULTS
In 2024 end-of-year report, LEON saw a +34% YOY rise in followers, a +103.6% YOY rise in engagements, and a +61.2% rise in impressions, demonstrating a clear increase in their social presence.