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.
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