Lee’s Donut Content Strategy
Lee’s Donuts is a legacy Vancouver bakery with a cult following, and my task was to evolve its online presence to resonate with Gen Z while honouring its nostalgic charm.
The Ask
How do we elevate our content to be more young, trendy, and Gen-Z focused without alienating our current millennial, family-oriented, Pinterest-mom audience?
Current State
Current Engagement Rate: 1.66%
Current following: 15,141
Average likes per post: 289 likes
Average comments per post: 8
Opportunities
Engagement Rate: the current engagement rate is 1.66% (industry benchmark is 2.5%)
Content Diversification: content is lifestyle and promotion-focused. This is visually appealing, but doesn't give followers opportunities to interact and engage with the brand
The Strategy
Reposition Lee’s as a feel-good, feed-friendly donut brand by introducing a content mix that entertains, educates, and engages — without losing brand warmth.
CONTENT STRATEGY
CONTENT SAMPLES
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ENTERTAIN: Pie Chart Meme
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ENGAGE: Flavour Word Search
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ENTERTAIN: Wordle Grid
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ENGAGE: Donut Naming UGC
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EDUCATE SLIDE 1: Hook your audience
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EDUCATE SLIDE 2: Make them smile
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EDUCATE SLIDE 3: Tell them something valuable
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TRENDING: plays off of current trends positions Lees to be more hip and trendy
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ENTERTAIN: Pop culture nostalgia to pitch an absurd PR stunt
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ENGAGE: Classic IG format to spark cravings and clicks.
A Gen Z-focused strategy doesn’t mean starting over; it means creating content that scrolls like a friend, not a brand. Our playbook helped Lee’s retain warmth while evolving into a more interactive, on-trend presence.