We knew that Daisy's mom target audience was actively looking for seasonal and holiday recipes, but we also knew that she over-indexed in consuming celebrity and popular entertainment content. So when we created content for Facebook and Pinterest, our editorial calendars covered not only holidays and seasons, but also popular culture content such as March Madness, the Super Bowl, the Oscars, and the Emmys. So we created timely and clever posts that broke through the recipe content clutter.