Dang Foods
Stop motion videography for a leading Asian American snack brand in the Bay area.
Problem
Dang Foods is an Asian American snack brand based in the SF Bay area. Originally known for its #1 selling Coconut Chips in the US, Dang Foods has been loved by the likes of Chrissy Teigen, Whitney Simmons, and Ali Wong (DM’ed us on Instagram to fangirl over the Sticky Rice Chips)!
Dang Foods had recently undergone a major rebrand to reposition itself as a leader of Asian American snacks in the United States. With its new Asian-inspired snacks including “Toasted Sesame Sticky Rice Chips,” and “Crazy Rich Chocolate” (with respect to Crazy Rich Asians), Dang Foods had launched a new website and was expanding its efforts on Amazon marketplace, but it needed something eye-catching to drive buzz and traffic to its re-launch.
Goal
Create videos for the three major product lines - Coconut Chips, Sticky Rice Chips, and Bars - suited for Amazon and Instagram to increase buzz, drive traffic, and generate leads.
Process
Find background music
I looked for music that would be fun, energetic, and on brand. One of the songs I chose was “La La La (Love You Like)” by Duce Williams because it was cost efficient (from Artlist.io, an annual subscription music service), on brand (the soundbite had been used by famous K-Pop star EXID’s song “I LOVE YOU”), had a popular following, and was a bop!
Design Figma art boards on beat
After collecting existing assets (brand colors, logos, photography, graphics), I drafted the video slides using Figma. The video needed to be between 20-30 seconds, so I first chose my favorite song segment then tried to imagine each slide as a beat, then matched the copy to the image and the beat.
Results
Drove 85% of post traffic to dangfoods.com, making the videos top-performers on Instagram.
Provided better SEO ranking for Dang Food’s Amazon listing, contributing to part of the 102% increase in Amazon sales in the past year.
Along with my efforts as Marketing Coordinator in supporting the VP of Marketing in executing Dang’s brand refresh, Natural Products Expo West coordination, and packaging updates, Dang Food’s rebrand was featured in LA Times, Forbes, and Entrepreneur.
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