The Challenge
Curiosity initially won Underdog’s creative business to develop its first major national brand campaign, working legendary director Jody Hill (!!!) and Paul Walter Hauser as the lead talent.
But great creative needed a media strategy with equal ambition.
Underdog’s media was managed across multiple existing partners and heavily focused on capturing existing demand. I led the effort to win the media business and bring the full system together under Curiosity, and our partner Eden Collective. But NFL kickoff, by far the brand’s most important season, was in four weeks.
That meant transitioning incumbent partners, rebuilding the media strategy, securing highly competitive sports inventory, and launching a national campaign across one of the most crowded and complicated categories in advertising.
The Results
We built and launched an integrated plan spanning broadcast, streaming, YouTube, social, OOH, audio and programmatic, combining an always-on national presence with concentrated tentpoles and flexible local activations.
The strategy was designed to do more than capture existing demand. Our modeling projected the new approach could increase paid-media attributed users by 34%, and total users up 11% versus the baseline plan.
The campaign has just launched, so performance results are still developing. 🤞🤞🤞
My Role
I led both the pitch and the media strategy from transition through launch, reworking the investment approach and building the full-funnel audience and channel strategy.
I also led the teams responsible for bringing that strategy to market across national and local media, while working alongside our creative team to ensure the Jody Hill-directed campaign had a media plan built to match its scale.