CONTENT STRATEGY 

April Fool's is a big deal in the digital space, especially when it comes to e-commerce. Brands try to out "punk" each other in the hopes of generating buzz, and I didn't want Eataly to miss out on potentially acquiring new customers. Every year, I came up with a different joke that aimed to capture the Eataly ethos in a topical way. In 2014, the press was constantly speculating about our next opening—where would it be, how big would it be, when would it happen. I decided we should give the customers what they wanted—the inside scoop on our next location. And, why shouldn’t that next location be in space? I created an integrated digital strategy across email, social, the blog and website with the goal of convincing the customer that this big announcement was imminent and that they needed to stay tuned. Our website traffic increased that day by 400%, and we boosted our referrals through press features in Bon Appetit, Eater and The Chicago Tribune.