Michelle Dougenik

Sr. Content Strategy & Development Manager
Ocean Spray Cranberries, Inc.

Michelle Dougenik heads up the Content Strategy and Development at Ocean Spray Cranberries Inc., an agricultural cooperative owned by over 700 cranberry farmer families in the U.S., Canada, and Chile.

Michelle brings to her role over a decade of experience cultivating intense brand love and a consistent brand image across multiple platforms. After building a successful B2B brand from the ground-up, Michelle left the AEC industry to pursue her passion in consumer marketing. Attracted to Ocean Spray’s authentic brand story and unique cooperative model, Michelle joined Ocean Spray in 2015 on its Global Brand Communications team. She has since brought the iconic brand to life across all integrated marketing channels, including social media, which she has helped grow to over two million combined followers.

Today she leads the organization’s domestic content and social strategy, consumer engagement efforts, influencer programs, and creative development, for both paid and owned consumer-facing content.

She is a published author in the Journal of Digital & Social Media Marketing, a previous panelist at our Social Media Strategies Summit and SXSW, mom of two, and food enthusiast.  

Michelle Dougenik’s Session

1:00 p.m.–1:30 p.m. Pacific — Thursday, June 15, 2023

How to Grow and Maintain a Social Media Following: Finding Both Your Niche and Broader Audiences

There are 4.9 billion users spending an average of about 2.5 hours a day on social media. 1 in 3 of those consumers use social media to discover new brands and products. And 86 percent of those who follow a brand on social will choose that brand over a competitor. It’s no wonder why legacy brands are leveraging social media more than ever to modernize their brand DNA and attract consumers.

In this session, you’ll learn how one agricultural co-op and consumer packaged goods icon, Ocean Spray Cranberries, is doing just that. With a sneak peek behind their evolution over the past few years, you’ll see how the organization has intentionally evolved its social strategy to grow and retain their following by letting consumers lead the way. Highlighting a catapulting viral moment on TikTok, you’ll discover the power of understanding and embracing your audience – with key insights and tips that you can apply to your own social growth strategies.

You’ll Learn:

  • Why having an organic social media presence is crucial to a brand’s long-term success
  • How to create a flexible framework to best guide your social content strategy catered to your audience and goals
  • Best practices for creating engaging content to captivate and convert your audience to long-term advocates
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