Despite no advertising and essentially only potty memes, Dudes Wipes, a flushable wipe for men, was on its way to becoming one of the fastest growing men’s hygiene products. But, with adult wipes having only 24% household penetration, the Dudes needed to start going after the toilet paper industry as a whole in order to make a true dent in the market.
We were tasked with building a national launch campaign that would convince men to question their current archaic cleaning method of dry-wiping with toilet paper. Because obviously, wet cleans better than dry, pants down.
While the 30 second anthemic spot was hilarious and would surely get attention, I knew we needed more touch points in order to truly change consumer behavior. We therefore created several follow-up sequential spots, including Re-Learning to Wipe, that hit on a much more specific reason to believe in the brand.
My team partnered with the creatives to build out a national theoretical plan that would test multiple media strategies, giving us the confidence to roll the right number of assets out nation-wide.
We launched in late 2023, and are already seeing a sales increase of 46%.
Brooks Running, a lifestyle and athletic brand, is on a mission to become more inclusive through helping everyone to run their path to a better self. However our research proved that most people who actually do run, don’t consider themselves a runner. We also found that, like most industries unfortunately, the general population doesn’t see people who look like them on run brands’ socials.
In order to move Brooks forward, my team created a social strategy that resonated with a broader audience: See Yourself in the Run.
We mapped a content approach, and established platform purposes to differentiate content and strengthen our presence on each platform. With the logistics set, we crafted a social-specific tone of voice that drove brand recognition and increased engagement.
My team then partnered closely with the lead creative AOR to ensure the social media strategy would be brought to life with the master brand platform in mind. We also trained the full Brooks marketing organization so that all agency partners could help bring the vision to life.
With the new strategy in place, Brooks has seen an 82% increase in social-attributed sales.
The Rock & Roll Hall of Fame is so much more than a museum. It’s an educational platform, a concert hall, a store, a philanthropy, and, of course, home to a massive Induction Ceremony. Leading marketing at the Rock Hall meant I had to pull all of those messages together, finding the universal red thread - as well as identifying the one thing that would make each visitor’s unique heart soar in the way that only music can do.
It was complicated. Each department had a hero story and key time period, not to mention individual goals and timelines.
I had to immerse myself in each department. I had to become a part of their vision in order to create the beautiful, and interwoven stories that each museum discipline had in their minds - just not on paper. It was not enough to attend their meetings, I needed to actually be there with them and at their events to truly understand. I created a dynamic calendar that allowed each story to breathe, with flexibility as its core because museums look at timelines and laugh.
With constant communication and a robust plan, I was then able to layer in the CRM tech side in order to structure a communication plan that was uniquely powerful to a future visitor.
This work was personally rewarding in that it laid a foundational comms program to be used for years to come.
Despite being a powerhouse in the ecommerce world, Native, a natural deodorant, needed to appeal to a whole new audience in order to continue their growth trajectory.
What we found was that there were a lot of unique potential audiences - all with different reasons to buy, as well as different impact moments that would send them into the natural category. Because this was a new way for consumers to think about Native (different product options / different ways to purchase), we couldn’t leave any audience off the table due to the incredibly aggressive goals and lack of historical knowledge.
Under my guidance, our team built five very different plans that moved each audience through their unique consumer journey. Same overarching creative concept, different executions. The plans ran on Google, programmatic, audio, social, MikMak and loads of influencers, each with audience-specific platform goals.
However what made this program so successful was the work we did AFTER launch. I brought the media, creative and analytic teams together so that every single week we were learning, adjusting, and redeploying.
The campaign was so successful that in 2022, we were awarded an Effie for Best Integrated Campaign.
Some rad write-ups:
It was one said that the Rock & Roll Hall of Fame museum in Cleveland embodies the very thing rock & roll was built to destroy - an inability to change. It housed some of the world’s most iconic assets, but in a very static way. When I started at the Rock Hall I set out to make a visitor’s experience just as personal and unique as their connection to the music itself.
I first worked with the tech and education teams on how to expand the reach of our interactive jam room exhibit, The Garage. Instead of being simply a live exhibit in which visitors could learn to play instruments, I helped build a tool that enabled users to customize and record their sessions via interactive monitors, take the taped sessions home and continue learning - as well as craft their very own band name and logo to then be applied to any gear in the museum.
However the most exciting element of this program was that it created a feedback loop for each individual, therefore opening a door for ongoing, two-way conversations with the museum. Now not only could the visitors take their jam sessions and gear home with them, those sessions then set-up a unique digital thumbprint that spurred customized content through our CRM, merch, exhibit recommendations - and eventually into the Rock Hall app.
Due to declining attendance, NASCAR commissioned my PR agency, Taylor, to identify key issues and underlying societal trends impacting fan and sponsor support.
I both worked on and led the digital and social audit, completely reworking their online strategic approach, web content, digital communication and social media implementation. We even recommended that a key factor holding the sport back was their Sprint sponsorship, in which NASCAR subsequently dropped this key partnership in favor for a more “next generation fan” brand: Monster Energy.
My team also created the material and trained NASCAR’s internal staff for twelve months, educating them on all aspects of digital and social, from platform usage to community engagement based on the revised overarching digital strategy.
With a large digital media budget, Brooks Running was looking to significantly increase their ecommerce sales.
Despite a sophisticated attribution model for their digital user journey, running on multiple DSPs confused frequency predictions and created an unknown overlap.
After leading the pitch to with the Brooks Running business, my team consolidated their digital programmatic spend a single, proprietary DSP, and built a customized algorithm to ensure every bid was specifically aimed at selling a running shoe.
But who said programmatic media had to be boring? By focusing on the fact that these are humans, not just device IDs, we created assets that were as beautiful as they were functional.
Not only did sales increase 35%, but so did their understanding of the true digital path to purchase.
Charlie Banana, a growing cloth diaper brand, had massive marketing goals, including tripling their business within the first year. But they lacked assets, any previous learnings and internal resources...and needed to go live in two weeks, in three countries.
Given the time crunch, our team had to understand which combination of messaging and tactics drove the most efficient CPA (in each country), in real time. Using a robust dashboard feed, I built a plan that allowed us to closely monitor the live purchase journey, therefore understanding the dynamic impact that programmatic, social and search had on purchase behavior. We could then project out the path and spend needed to hit their aggressive goals. This campaign was backed by beautiful new lifestyle creative that spoke to mom along her decision-making journey.
Within the first month, sales were up 80% vs YAG and website traffic was up 300%.
Lowe’s Innovation Labs uses the power of story to inspire change in the marketplace. As the future-facing tech arm of the retail giant, Lowe’s, the Lab works to change consumer understanding by allowing them to see what’s possible through narrative storytelling (think comic books).
But their website didn’t reflect that vision. It was flat, boring, and ironically used no storytelling at all.
We created a new site that, using 3D models to represent the art of story, showcased just what can happen when you allow for a change in perspective. I led both the concept development and copywriting elements.
Cincinnati Bell was in desperate need to change local consumer perception, especially with the Spectrum giant threatening to take dramatic market share. However a telecommunications company appeals to different audiences for much different reasons - a Gen Z-er cares all about product innovation and speed, whereas an older demographic cares about customer care and a quality touch.
I knew if we could build unique consumer journey models for each audience, we could create customized messaging that would deeply resonate. For each consumer segment, we determined the mediums needed at each level of the funnel, the level of frequency needed at each level to efficiently move them to the next step, and which unique actions would in fact trigger a shift to the following stage.
Through data onboarding, we ingested their existing consumer database, slotted them into the appropriate level of the funnel and moved them down according to their relationship with the brand.
Once we had the models built for each journey, I worked with the creative team to build out each message based on that unique moment in time for that particular consumer, implementing dynamic creative for all targets.
But all of that was just to get us to the launch date. Once the campaign launched, we pinpointed the need for both creative and media optimizations through our live dashboard feed.
This campaign drove +34% increase in online sales in the back half of 2019, with a 20% increase in call volume.
Over the past 10 years, ‘It’s Bo Time’ has come to mean so much more than a fast-food tagline. For fans of Bojangles’, a QSR popular in the Southeast, ‘It’s Bo Time,” represents a feeling. A state of mind. A craving. In the same way that emojis represent so much more than actual words can…
But instead of hopping on the emoji band wagon, we created a mobile language that represents real life situations that Bojangles’ fans already communicate about via text. I came up with the idea and led both the emoji and platform design.
With over 60,000 downloads, Bomojis are being used to communicate hunger, happiness and love all over the country. We even created a second round of ‘Bomojis’ that tapped into the Bitmoji craze.
Versions created on both Android and Apple.
Sheex, a performance bedsheet brand, set out to tell athletes that the better they sleep at night, the better they’ll perform during the day.
We created a print-based campaign that highlighted the integration between the sheets you sleep on, and the level in which you perform. In order to make this visual correlation, we created lifelike digital models set on “sheets” to tell our story with no words at all.
I specifically concepted the ballerina print, which was featured on the cover of CA Magazine
