client
Hobnob
Industry
Food & Beverages
URL
/hobnob
Overview
Convex Interactive and Hobnob joined forces to build the bakery brand’s persona from the ground up, producing engaging, trend-aware social media content; running campaigns and promotions that resonate with today’s audience; and managing a celebrity collaboration that spanned nearly a year and a half, all while staying true to its legacy as a household bakery name.
Problem
Hobnob needed to connect with a younger, more digitally engaged audience by moving beyond simple product posts toward a consistent brand personality that could compete for attention in a crowded feed. It lacked content that felt genuinely engaging and campaigns that gave audiences real reasons to engage rather than scroll past.
Solution
We developed a consistent, comprehensive brand voice and visual identity, produced regular reels and trend-driven content, and planned campaigns around key moments and offers to keep the brand relevant and shareable. Additionally, we brought on a celebrity collaboration that ran for roughly a year to a year and a half to sustain visibility.
Process
We began by defining Hobnob's brand profile, establishing how it should sound and look across social media for consistency. Then, we built a content pipeline covering everyday posts, reels, and trending formats to keep the brand active online.
After that, we planned campaigns and promotions around relevant occasions and managed the celebrity collaboration end-to-end, integrating it naturally into ongoing content rather than as a one-off activation, while continuously monitoring performance and adjusting direction.
Result
Through this ongoing collaboration, Hobnob established a clear, consistent brand avatar across social media, supported by a steady stream of engaging, trend-aware content. Campaigns provided audiences with regular touchpoints, while the sustained celebrity collaboration expanded reach and relevance, strengthening Hobnob's standing as a modern bakery brand in a competitive social space.
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