Sweet Success: Elevating Cinnabon's Social Media Presence

As a part of a larger team of freelancers spanning strategy, analysis, and design, I took the reins of community management for Cinnabon on a fractional basis. One of my earliest projects involved refining Cinnabon's brand voice, which, at the time, drew inspiration from Jessica Rabbit. This venture entailed crafting dynamic canned responses and thematic content for both original posts and interactions with the community.

Seizing a Social Media Moment:

One of my most significant milestones in social media unfolded with Cinnabon. Engaged with our audience on a Sunday, I had CNN's State of the Union playing in the background. During a panel discussion, the topic of Loretta Lynch, the former US Attorney General, meeting Bill Clinton on his private plane came up—a controversial moment at the time. Chris Cillizza, a contributor on the panel, made a remark: "look, it's not like she met him at the airport Cinnabon, she went on his private plane." Rarely does a social media manager hear their brand mentioned live on television, but I seized the opportunity.

"The only sticky situation we'd like to be in is with our buns."

A Viral Moment:

I quickly crafted a tweet directed at Chris, CNN, and the State of the Union Twitter handles, asserting that "Cinnabon is apolitical. The only sticky situation we'd like to be in is with our buns." The tweet took flight, going viral, with Chris himself sharing it and expressing a craving for a Cinnabon. Later in the segment, my tweet made it to the airwaves, with CNN referencing it as "Cinnabon's statement about your comment on Loretta Lynch meeting Bill Clinton..." and reading the tweet aloud.

Conclusion:

My journey with Cinnabon's social media management was a sweet success. It showcased the power of seizing a timely moment and leveraging it to create viral engagement. Our success with Cinnabon underscores the value of being nimble and creative in the world of social media, where a single tweet can make waves on live television and boost brand visibility.