BUSINESS OBJECTIVE Arrange was a pre-seed consumer software platform that’s meant to help individuals and families stress less and be more productive by helping them schedule their lives. The platform integrates with Google calendar’s API and was going to bring 3rd party content & advertising to people’s calendar for the first time. Arrange supplied the reminder content across different categories including travel, finances, wellness, kids, special occasions and home. Arrange was set to launch a beta version and needed a way to amass relevant content & engaged users.
STRATEGY With very little budget for growth, I devised a influencer-led strategy where we would partner with creators to not only create reminders but also promote their Arrange plans to their audiences and drive sign ups. We positioned Arrange as the next social frontier for creators to engage with their audiences in an intimate, recurring setting that is our personal calendar.
CREATIVE DELIVERABLES
Influencer search, briefing, & management
Content creation & review
Social Media Strategy
Channel analytics
RESULTS
5 of our most engaged-with plans
Hundreds of new sign ups and returning users
BUSINESS OBJECTIVE I set out to create a wine brand that acts like a beer brand, but how do you position The Drop Wine as a credible alternative to beer for both male and female consumers?
STRATEGY We decided to create brand guidelines and packaging that feels new but also approachable and vaguely familiar. We loved the idea of “The Drop” in surfing and skiing: that moment when you commit to a wave or run and can only move forward. It fit perfectly into the outdoor application and mobility that our can packaging promoted. Our outer packaging feels both vintage and strangely modern owing to the filters and layering common in social media photos. We were speaking directly to our millennial with a powerful brand name that got right to the heart of their lifestyle with its 'Think it, do it, done' attitude.
CREATIVE DELIVERABLES
Brand Strategy
Brand Guidelines
Can, 4-pack, Shipper packaging design across 3 SKUs
Web Landing Page & Sell Sheet Layout
RESULTS
Sold out of initial 1,500 case run in less than 13 weeks
Placement in 1,000 accounts
iF DESIGN AWARD in Packaging Design
BUSINESS OBJECTIVE From 2011 - 2013, I was lucky enough to work on Dos Equis TV, arguably one of the most successful TV campaigns in the last 10 years. By 2011, the campaign had gone national and we were tasked with continuing the excitement and pushing offline to online engagement
STRATEGY While the format for our :30 had become legendary, literally, we had a monumental task to meet the same creative bar while moving away from the Most Interesting Man as the protaganist and introducing our consumer to our lesser known 2nd SKU, Ambar.
CREATIVE DELIVERABLES
:30 Brand TV
:15 Campaign Extension TV
Ambar TV Launch
:60 Radio Production
OOH
RESULTS
During my time on the brand, Dos Equis sales grew 22%, 15%, and 17% - all in a period when macro-brand beer sales were stagnating or steeply declining.
2013 Gold Effie Award in the category of Sustained Success
BUSINESS OBJECTIVE Hunterz.io set out to solve one of the biggest hurdles for B2B businesses; getting warm introductions to potential clients. Hunterz.io was a marketplace that sought to create a share economy out of personal networks.
STRATEGY We simultaneously built out a 2 sided marketplace, recruiting both individuals with strong and relevant business relationships and enterprise startups looking to meet Fortune1000 customers. We relied heavily on LinkedIn for audience targeting and Google/Facebook for conversion. We launched on the eve of the pandemic, which completely upended how B2B salespeople do business.
CREATIVE DELIVERABLES
Media Plan
Video & Image Brand Creative
Content Strategy
In-Platform Educational Videos
Event Marketing
Executive Thought Leadership
RESULTS
21,750 Hunterz joined (190% over forecast)
33,250 Network connections created (157% over forecast)
108 Paying customers (20% over forecast)
BUSINESS OBJECTIVE Originally meant to be a regional campaign for DC residents only, IKEA quickly realized it could capture national attention by celebrating President Obama as the newest DC resident moving into his new digs and encouraging all Americans to consider IKEA for their own home improvements
STRATEGY Writing the brief, I kept coming back to the big idea of "Embrace Change"- Not just in your own home, but as citizens in a Democratic country. Our creative team adopted this rallying cry as our key message and eventually, our tagline. Our concept was to position IKEA in unlikely places around the Capitol to showcase that no one is too Presidential for affordable, well made furniture.
CREATIVE DELIVERABLES
Experiential: 3D Replica of Oval Office with IKEA furnishings complete with guest book sent to the White House
Digital: Online Tool for customizing your own Oval Office decorating ideas, also sent to the White House
OOH: 2 Metro Station Takeovers, Mobile IKEA furnishings truck, Faux Obama Motorcade hauling IKEA boxes
RESULTS
Over 246K Site visits
4,287 office designs submitted
Over 60+ minutes of unpaid media coverage
400 media placements
BUSINESS OBJECTIVE
Dos Equis understood the desire its fans had to show off their own interesting exploits long before Instagram & TikTok created their video apps. Before there were reels, there was Dos Equis’ Legend of You Facebook app.
STRATEGY
Create an interactive social media-based app that would allow our XX drinkers to create their own mini Dos Equis commercial showing off their own interesting adventures and personality, bringing them closer to the Legend of The Most Interesting Man.
CREATIVE DELIVERABLES
Web-based application
Social Media promotion & sharing
BUSINESS OBJECTIVE The Drop had its eye on becoming a leader in DtC wine sales, not just traditional wholesale. Building off our social media following, we wanted to create a website that not only brought to life how our vision of how wine should be enjoyed, but allow enable our fans to buy The Drop no matter where they lived. However, we first had to overcome significant legal and operational hurdles set up by the traditional wine industry.
STRATEGY We worked closely with Keytactic to build out a fully customized Shopify website, taking into account specific compliance requirements for alcohol reporting. Starting with our unique personas of distributor, long time fan, and first time buyer, we created a dynamic UX that also told our story. We created our own subscription service as well as complimentary lifestyle products with partner brands. We also developed a drip email marketing campaign as well as a digital media campaign that included SEM, Retargeting, and social media marketing.
CREATIVE DELIVERABLES
UX
SEO/SEM
DISPLAY MARKETING
Web Design
E-commerce Pricing Strategy
Affiliate marketing (ShareASale, Dojo Mojo, KINJA, Buzzfeed)
Email Marketing (Abandoned Cart, Seasonal Campaigns, Co-branded)
Digital Media
Social Media
RESULTS
Increased traffic 25% YoY
Realized avg. LTV of $278
34% repeat purchase rate
BUSINESS OBJECTIVE In spring 2018, The Drop launched the first ever resealable canned wine. We wanted to build excitement and educate the public about the benefits of a resealable lid and show how our new can would encourage spontaneity and activity.
STRATEGY We filmed a variety of athletes including dancers, jugglers, gymnasts, skaters and surfers playing with our can and resealing it their own way. These short videos were spread across our social media channels and given to press outlets. Under the hashtag #neverspilladrop, we also sent samples to social media influencers to create their own resealable stories. Lastly, we encouraged media outlets to “stress test” our resealable lid with their own before/after taste tests.
CREATIVE DELIVERABLES
Video Production
Photography
Influencer Marketing
PR
RESULTS
Initial 700 cases sold out within 2 months
30MM unpaid media impressions including Bustle, Elite Daily, and NowThis
BUSINESS OBJECTIVE Dos Equis didn't want to just talk about being Interesting, they wanted to support people with the desire to DO interesting things. As part of their 360 Summer Campaign "Most Interesting Academy", Dos Equis instituted the "Stay Thirsty Grant", a $25,000 prize to the Most Interesting submission.
STRATEGY Brands give out prizes every day, but the Stay Thirsty Grant actually had to deliver the goods. We not only needed to find people who could actually pull off interesting feats, we needed share their stories with the world. I oversaw the interagency team tasked with creating the framework for the submissions, the PR campaign promoting the grants, vetting submissions, and then working directly with the winner to make sure their idea came to fruition. Also legal approvals - SO. MUCH. LEGAL.
CREATIVE DELIVERABLES
Website Development
Social Media/PR Strategy
Video Production
RESULTS
Dos Equis was on the forefront of user generated content. Two grants awarded and trips completed, one to Bhutan to study happiness and another to Uganda to create a documentary about environmental change.
BUSINESS OBJECTIVE Every Mexican beer brand thinks that Cinco de Mayo is "their day" and it’s hard to break through without Corona's budget. So change the game by changing the date, literally. Make Dos de Mayo, or May 2nd, the day to celebrate and reward those who are willing to join us.
STRATEGY Dos de Mayo was a truly collaborative initiative for all of Dos Equis' agencies. My team was tasked with promoting the whereabouts of our Taco Truck handing out cricket tacos by working directly with Twitter and Foursquare to create check in points and up to date location information. We also created video content for social media channels to annouce Dos de Mayo and drive traffic to participating bars.
CREATIVE DELIVERABLES
Video Production
Social Media Strategy
Paid Digital Media
RESULTS
Dos Equis experienced a 24.8% lift in cases during the 2012 Cinco season
BUSINESS OBJECTIVE Knowing that instragram would be an integral part of The Drop’s marketing strategy, I decided to launch our channel 9 months before our product launch. This time not only allowed us to grow our following but also test content strategy and hone brand voice. We also needed a channel to communicate directly with partners, influencers, and our customers.
STRATEGY We launched under a pseudonym @thatroselife, which attracted fans of rosé wine as well as the growing lifestyle around rosé consumption. We tested both repurposed and original content and gave our social media manager time to hone our writing style before the big reveal. We exchanged samples and content with social media influencers and partner brands to amplify our reach and brand awareness. We also integrated our packaging device #dropsofwisdom into our social media content.
CREATIVE DELIVERABLES
Photography/Video Production
Sweepstakes Marketing
Influencer Marketing
Brand Partnerships
RESULTS
5,000 followers before launch. 30,000 followers at present.
Over 100 influencer partnerships
Brand partnerships including with Robb Vices, Sir Kensingtons, and Sixpoint Beer
BUSINESS OBJECTIVE Running Dos Equis Social Media required a unique balancing act: creating content at the quality our fans have come to expect from the brand with less time and lower budgets. We had lots of raw footage but needed to create something both engaging and cost effective.
STRATEGY What do you do when you have $1,000, a :15 piece of film showing the Most Interesting Man cooking in the African bush, and 2MM highly engaged Facebook fans? You crowd-source the Most Interesting Jam of course! We decided to harness our fans' desire to show off their "interesting-ness" and create something truly original, while also giving back to a little known but worthy cause.
CREATIVE DELIVERABLES
Social Media Strategy to solicit recommendations
Phased Video Content using existing footage
Sourcing Artisanal Jam Producer!
Ebay Listing & Fulfillment
Coordinating donation with Hairy Nosed Wombat Foundation
RESULTS
3,000 Facebook suggestions
Press hits including Today.com and Scientific American
$1,025 donated to Hairy Nose Wombat Foundation after 50 bids
BUSINESS OBJECTIVE We wanted to create a branding device that could live both on packaging as well as online. Something that connected us to our target consumer and credibly showed that we understood their lives and sense of humor.
STRATEGY Building off our brand The Drop and our sarcastic but optimistic Instagram brand voice, we created #dropsofwisdom - short observations, recommendations or "Millennial Fortune Cookies" as we like to call them. Unique Drops of Wisdom were printed on our cans as well as pushed via social media and point of sale materials.
CREATIVE DELIVERABLES
Content Creation
Packaging Production
BUSINESS OBJECTIVE To introduce The Drop, we wanted to celebrate the benefits of canned wine while poking fun of traditional wine norms. With a budget of less than $5K, we created a fun series of videos meant for social media and press outreach.
STRATEGY We developed a series of scripted tabletop shoots that all addressed different marketing opportunities: wine pairings, gifting, male rosé drinkers, the benefits of not needing a corkscrew.
CREATIVE DELIVERABLES
Copywriting
Video Production
Editing
Social Media Strategy
BUSINESS OBJECTIVE
STRATEGY
CREATIVE DELIVERABLES
RESULTS
BUSINESS OBJECTIVE Affiliate marketing has barely been used in alcohol marketing, even though it can drive significant revenue at a low variable cost. The Drop has always looked for outside voices to celebrate our mission and therefore we planned to use affiliates as soon as we launched our DtC business.
STRATEGY We sought out affiliates who not only had a track record of selling subscriptions but also had credibility with our target customer. We built creative assets that best suited each affiliate platform and mixed original content with a compelling product offer.
DELIVERABLES
Pricing Strategy
Copywriting
Share A Sale Program
