Introduction
Hi! I’m McKenna Pedersen, a student at Brigham Young University-Idaho. My major is in Communications with an emphasis in Digital & Social Media. I have a strong passion for creative strategy and content creation. Throughout my studies, I’ve worked on hands-on projects that mirror real-world social media management, allowing me to blend creativity with data-driven decision-making.
This project allowed me to work directly with a real business and apply what I’ve learned creatively.
Project Overview
Over the course of ten weeks, I planned and executed a full social media campaign for MoonButter, a Utah-based, woman-owned natural nut butter brand. The primary goal of this project was to increase engagement while strengthening Moon Butter’s overall brand presence across social platforms.
I developed a content strategy built around four core pillars: Product Discovery, Recipes & Creative Uses, Lifestyle & Brand Story, and Community Engagement. This included creating an editorial content calendar, producing original content, and optimizing platform profiles. I paid close attention to what content performed best and adjusted my approach as I went.
Below is my case study with everything I created and achieved for MoonButter.
Case Study
Conclusion
This project helped me grow as a content creator and social media manager by giving me real experience working with a brand from start to finish. It challenged me creatively and allowed me to build a strong, portfolio-ready campaign.
Working with Moon Butter confirmed my interest in social media marketing and showed me how intentional, relatable content can make a real impact for small businesses.