BRAND MARKETING
I believe building a brand is about creating a relationship with your consumer. A brand should be human; an evolving, passionate, storyteller.
Flowcode rebrand for new platform launch
Redefined Flowcode from a free QR generator to an Enterprise SaaS tool. We overhauled the design system, our core value props and website to a solution-based content strategy. This allowed our team to showcase a larger product offering to a wider range of industries. We developed a comprehensive press and thought-leadership strategy to 'relaunch' the product with enterprise CMO's in mind.
127MM+ Impressions
Across digital and social from PR and earned media. 148 unique outlets mentioned the launch.
42% increase
in MQLs
Drove incremental marketing qualified leads from brand marketing media spend.
8% Conversion Rate
On CRM collection from performance marketing content (white papers, webinars, etc.)
Building an identity for a mobile shopping app
The nate product and brand was in it's infancy; searching for an identity and story to help communicate it's multiple features. My role was to manage and facilitate the creation of a brand identity and messaging hierarchy. Working with the design and product teams we personified the app with a bright, exciting, and young personality. I built a creative campaign strategy around 'Magic'; defining the feeling experienced when using the product. The 360 campaign leveraged, video, influencer, experiential and affiliate channels to share the 'core 4' product features: List, Gift, Buy, Protect.
30MM+ Impressions
Across digital and social from influencer partnerships.
15,000 app downloads
Within the first 30 days of the campaign launch.
30K+ Follower Growth
Within the first 90 days of the campaign launch.
Owning action sports and adventure.
The category was open for the taking and Pacifico capitalized on it. The Pacifico beer brand is centered around 'the search for adventure'. Connecting the brand ethos to major sports via sponsorships was inauthentic, especially in a very crowded space. We carved a new path, while competitor beer brands continued their investment in Football, Basketball, etc. Pacifico identified that the action sports world did not have a beer brand they identified with. We strategically made an investment into an under represented community - activating owned and operated campaigns around skateboarding, skiing, and surfing. It was an immediate and authentic hit.
2 Major event sponsorships
Secured multi-year deals with X Games and World Surf League
48% increase in on-premise sales
Target markets Colorado and California gained incremental sales lift from brand positioning.
100+ Pickups from
Earned Media
Pacifico's investment into the community and non-profit partnerships garnered authentic press mentions.
An award-winning show,
needs an award-winning brand.
Developed a social-first tone of voice and creative that mimics the Mr. Robot show. We built a 'hacker' personality and unique communities across social outlets to build excitement for the show. To generate buzz, we "hacked" the Mr. Robot Facebook page for 24 hours, broadcasting 11 customized "global rants" via Facebook Live. Each rant was executed in the distinct tone and aesthetic of Mr. Robot. Using paid promotion, each live video was targeted to its local demographic, encouraging the global audience to participate in real-time. Never before had a campaign leveraged the potential of Facebook Live on this scale, effectively creating globally targeted real-time video advertising for 11 countries.
20MM+ Impressions
Across digital and social from content activations.
5MM
Video Views
From livestream activations across Facebook and Twitter (#1 Trending topic on Twitter)
Facebook Award Winner
Won Facebook agency award for social innovation.