Waymo
Since taking over Waymo's accounts in July 2023 we've launched 35 campaigns and productions so far. We're reaching new audiences with innovative organic and paid campaigns and we've engineered cross-channel growth. The results?
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10M impressions (+78%)
111K engagements (+100%)
7M video views (+118%)
7B reached (+125%)
90% increase in mentions
Wild Sage
Introducing Bed, Bath & Beyond's New Gen-Z Bran to the World
The Challenge
The first thing that comes to anyone's mind when they hear the words Bed Bath and Beyond: a big book of coupons. That’s far from the word association you’d be hoping for when you’re a brand launching your first Gen-Z focused line out into the world.
So we were presented an ask: how does Wild Sage, a line designed with the young female consumer in mind, but existing in a store whose average consumer is double the target audience's age, launch successfully into the world?
The Solution
To combat their challenges we took an unorthodox approach to the launch and decided to take a page out of an industry that has repeatedly struck gold with GenZ, streetwear. Streetwear brands are infamous for their methods of teasing a product and building hype without people even fully knowing what they were selling. So we decided to enter the conversation in a way that would signal our audience in a similar way.
For the first time in Bed Bath and Beyond history, we established a social presence for a sub-brand. This meant developing an entirely unique tone and voice as well as creative guidelines that could express Wild Sage properly to the target. We took a younger approach by solely focusing on TikTok and Instagram, and filling the feeds with the same type of streetwear cryptic hype-like posts they’ve seen in the past.
We then tapped into influencers that fit the needed reach, resonance, and relevance profile that we needed to immediately move the needle and create unique hero videos to launch the brand into the world. We fast followed with a series of TikTok videos that reached millions of views, including a custom stop motion dance video that hit over 29M. Our following catapulted to upwards of 60k followers and provided us a platform of communication moving forward.
Since launch, we’ve continued to fill the feeds with custom original content shot and edited by our team and building deeper relationships with influencers and fans alike.
Wizarding World
Harry Potter Quiz Championship
The Challenge
Our challange for the launch of the Harry Potter Retrospecitve pre-launch campaign was to leverage nostalgia and identity to engage fans.
The Solution
To draft off of the buzz from Harry Potter’s Hogwarts: Tournament of Houses, we partnered with Wizarding World to stoke Hogwarts house rivalries in a Christmas Edition digital companion quiz.
Initially, casting a wide net, we encouraged Harry Potter fans and converts from Tournament of Houses to be sorted into their Hogwarts house and join the community online at WizardingWorld.com
After currying community, we fostered friendly competition with specific assets, touting the skills and qualities of specific Hogwarts houses. We showcased weekly leaderboards to continually encourage players to seek bragging rights for their house.
The competition closed on a celebratory note, touting the winning House and congratulating all participants.
dompen
Brand Identity Pivot
The Challenge
I was hired at dompen to transition the Brand Identity to cater to a wider, more sophisticated audience. Dompen, California's first all-in-one cannabis vaporizer, confronted the same realization every fast-growing consumer goods company does: a great product wins early adopters, but a great brand wins over new consumers and stays competitive in an expanding marketplace. The advent of recreational cannabis in California in 2018 came with billions in investment and thousands of new brands. The race was on to build the the largest cannabis market on the planet.
The Solution
Brand Audit
I analyzed the product, people, and personalities that made up dompen through interviews and market research. This in-depth brand analysis helped my team determine the vision for dompen's evolution over the next 5 years. Our goal was to expand dompen's relationship with emerging audiences though a more targeted brand identity.
Consistent Brand Architecture
After in-depth brand analysis and mapping, my team and I transitioned the conceptual orientation of the brand from a tech company to an aspirational lifestyle brand. We took our market position, the purveyors of fruit flavored cannabis vaporizers in California, and translated that info being champions of vibrancy. Vibrancy of personality, expression, and identity — an idea that was integral to our our new brand identity.
Visual Language
After tightening up our visual identity with brand mapping, guidelines, and ongoing analysis we launched a totally new dompen aestethic. This relaunch was all-encompassing. We created a totally new logo, Instagram, commercials, and a totally resdesigned website. We also launched new packaging, new marketing materials, and an all-new product design.
The Results
Growth & Lead Generation
Market Dominance
dompen is now the number one selling disposable vaporizer in California, the largest cannabis market in the world with just under $3 billion in total legal cannabis sales in 2019.
Packaging Boom
After launching the new packaging there was a 50% jump in sales...overnight. The sophisticated branding separated dompen from competitors and attracted a wider array of new customers.
Expansion
After transitioning Brand Identity, dompen received an overwhelming interest within and outside the cannabis space from brands and investors. The results of this brand shift has allowed dompen to expand to California, Nevada, and Florida.
