CASE STUDIES

AWARD-WINNING
BRAND MARKETER

Throughout my career, I have had the privilege of working across a diverse range of brand and product categories. The case studies and branded content videos showcased here offer a glimpse into the exceptional talent, passion, and innovative strategies I bring to every project. My work exemplifies the high standards and impactful results I can deliver for any brand, organization, or agency.

SPIRITS & BEER

BEV/ALC

ABSOLUT OCEAN SPRAY RTD

PARTNERSHIP, PRODUCT INNOVATION & LAUNCH

SITUATION:

Absolut Vodka, the #1 imported vodka spirit, faced challenges of harsh taste and a loss of novelty. To maintain its position and relevance in the market, the brand needed to overcome the taste barrier and leverage cultural resonance by repositioning itself as a spirit perfect for mixing in cocktails.

SOLUTION:

Consumption Taste Barrier: Identified the Ocean Spray Cranberry Juice Cocktail brand as a naturally refreshing mixer. With its balanced sweet and tart flavors, it complements the palate and is preferred by 42% of consumers, growing at +8% YoY.
Strategic Partnership: Formed an exclusive multi-year partnership between Absolut and Ocean Spray, creating a beloved cocktail that consumers enjoy year-round. Notably, 60% of brand consumers already had vodka and cranberry juice in their shopping carts. This partnership positioned these brands as the go-to for the classic Cape Cod cocktail.

SUCCESS:

Initiated, facilitated, and personally executed Pernod Ricard’s most extensive multi-year exclusive partnership agreement to deliver co-marketing efforts.
The partnership led to a significant R&D collaboration in the highly competitive RTD category, rivaling the Jack & Coke partnership, and securing the 2024 Product of the Year title.
Developed a launch program as a one-stop cocktail solution through the partnership, featuring multi-placement displays and omni-channel offerings, contributing to an 88% increase in the RTD business.
Orchestrated a comprehensive activation launch plan, surpassing previous benchmarks for field/sales buy-in, and garnering early adoption ahead of the national rollout.
The strategic launch plan execution resulted in diverse placements, with footprints of over 200 cases, significantly bolstering brand awareness for the new product lineThe strategic launch plan execution, resulted In diverse placements, with footprints of over 200 cases, significantly bolstering brand awareness for the new product line

PERNOD RICARD PORTFOLIO

DIGITAL, SHOPPER & OMNICHANNEL

SITUATION:

During the holiday season, there was a need to help shoppers curate confidence in their spirit selection for gifting purposes. To help shoppers confidently select spirits for holiday gifting, we launched the "Spirit Gift Guide for the Naughty + Nice," a multi-brand program.

SOLUTION:

Developed an interactive spirits gift guide quiz on a microsite, serving as a digital consultant to guide shoppers in choosing the perfect spirit.
Personalized recommendations directed them to nearby stores and online retailers.
Premium gift-givers were targeted through social ads and paid search.
In-store, we created Naughty & Nice displays, point-of-sale assets, gift tags, and more to deliver a seamless experience.

SUCCESS:

Awarded the P2Pi Omnishopper Award, In-Store Digital Activation
The Spirit Gift Guide empowered over 4.8 million shoppers, boosting their confidence in selecting spirits for loved ones. The campaign's success drove sales and incremental spending, providing an engaging and memorable holiday gifting experience.
Conversion Rate: Reached a remarkable 15.3% conversion rate, indicating strong engagement and successful conversions.
Add-to-Cart Rates: Generated add-to-cart rates of over 20% across retailers, showing high purchase intent.
Click-through Rates: Achieved click-through rates 40% above benchmark, effectively driving traffic to the microsite and retailers.
The Spirit Gift Guide campaign boosted shoppers' confidence, drove sales, and increased spending during the holiday season. Through personalized and interactive experiences, the campaign engaged consumers across channels, creating memorable gifting experiences.

ANHEUSER-BUSCH

ON-PREM CONTENT ENGAGEMENT

SITUATION:

Casual dining experiences can sometimes lack entertainment, resulting in patrons spending less time at the establishments.
Buffalo Wild Wings approached ABI with a request to develop strategies to enhance patron engagement during their visits.

SOLUTION:

In response, we created a variety of branded digital content, including trivia games, fun facts, sports partnerships, new product offerings, beer of the month programs, and spotlighted deals. These initiatives were aimed at maintaining patrons' interest and creating a visually dynamic atmosphere at Buffalo Wild Wings locations.

SUCCESS:

Awarded #1 Beverage partner for on-premise digital content by BWW.
Granted rights to be featured in all beer of the month programs for the following year.
Provided additional POCM opportunities, contributing to achieving top-of-mind brand/product awareness.

MALIBU RUM

MEDIA TO SHELF / AUGMENTED REALITY

SITUATION:

Malibu, a renowned rum brand associated with summer, beach, and vacation, aimed to extend its consumer reach beyond seasonal occasions. However, the Brand Team and Commercial Marketing Team had differing opinions on how to bridge the gap from their above-the-line hyperrealistic campaign platform, Welcome to the World of Malibu, to below-the-line (BTL) activations.

SOLUTION:

Taking a bold approach, I introduced the Malibu Do Whatever Taste Good Augmented Reality (AR) experience, allowing consumers to embrace the Malibu lifestyle at any time and place. By reframing summer as a mindset, the AR experience encapsulated the brand's essence of freedom, escape, and indulgence. To further captivate consumers, we launched the AR World of Malibu activation, immersing them in a digital realm complete with music, exclusive offers, interactive recipe crafting, and exciting opportunities to win.

SUCCESS:

The campaign received immediate acclaim, recognized as groundbreaking and industry-leading. Personally acknowledged by the CMO and other executives in the organization, its impact was undeniable. Within just two months, the brand and channel team eagerly committed to a second year of the activation, cementing its success and paving the way for an even more influential and enduring program in the future. By bridging the gap between ATL and BTL, we delivered on the brand's vision and created a captivating experience that resonated with consumers on a deeper level.

PERSONAL CARE, SCHOOL SUPPLIES, GAMING

CPG

PHILIPS NORELCO

DIGITAL & PRODUCT ENGAGEMENT

SITUATION:

The assignment was to create a program that could creatively illustrate the need for the product and deliver the benefits of the Bodygroom Pro to our discerning target audience.

SOLUTION:

What we developed was an online activation program designed to engage our target consumers with fun and irreverent content. Men were invited to discover “What Kind of Tree Are You? Create a Virtual You to Find Out!” The interactive tool featured four themed grooming-focused questions, prompting men to consider their need for the Bodygroom Pro. Participants could choose options for physical attributes such as skin color, amount of body hair, nose shape, eye color, and more, enabling them to create an avatar resembling themselves.
Upon completion, participants were presented with their tree type and the completed avatar, with an invitation to “share your virtual self” with others via email, Facebook, Twitter, and more with a simple click of the mouse.
Additionally, participants had the opportunity to enter to win the Grand Prize—an “outdoor adventure like no other”—or the Philips Bodygroom Pro, which was awarded daily during the promotional period, incentivizing repeat visits and additional entries for a chance to win.

SUCCESS:

The program exceeded all previous promotions:
- Approximately 365,000 website visitors
- Over 1,000,000 page views
- More than 54,000 avatars created
- Average Time on Site (TOS) exceeded 3 minutes
- Generated over 200,000 entries
The program received multiple accolades, including:
- 6 international creativity awards
- Gold ADDY Awards
- Finalist for Promo’s 2011 Pro Awards for “Best Web Promotion”
Furthermore, it resulted in:
- A double-digit gain in market share compared to the previous year
- Establishment as an evergreen program for the brand
Additionally, the Display Media (both Standard and Rich Media) delivered over 77 million impressions and achieved a 0.31% CTR.

FIVE STAR

PARTNERSHIPS & MULTI-CHANNEL ACTIVATIONS

SITUATION:

Through primary research, we discovered that teen stress levels were higher than ever, surpassing those of adults. While Five Star products had always resonated with teens, we aimed to foster a deeper connection. To address this, we launched the "#StrengthNotStress" campaign to raise awareness about teen stress and assure them they are not alone. Following its initial success, we established it as an evergreen program. In its second year, we adopted a multi-channel approach to amplify the campaign, focusing on the #StrengthNotStress message and emphasizing Five Star products as reliable companions throughout the stressful school year.

SOLUTION:

To enhance the campaign, we forged partnerships with:
- AwesomenessTV: Delivering relevant entertainment to teens.
- TED-ED: Providing educational content on the science of stress and coping mechanisms.
We also commissioned high-profile influencers Jordan Jones, Carson Leuders, and the Merrell Twins to embody the campaign. They leveraged their social media presence and featured in online sitcoms alongside the Five Star product.
All content was centralized on the campaign's website, acting as the hub, and disseminated through various channels:
- Display Media: Desktop, Mobile, In-Stream, Rich Media Units
- Paid Social: Snapchat, YouTube, Instagram, Facebook
- Online Radio Streaming: Spotify
- ConnectedTV/OTT: Hulu, Sling, Roku
Additionally, we secured the title sponsorship for PlayList Live, a prominent teen influencer event. This event served as the campaign's pinnacle, offering teens the opportunity to win VIP access to meet our influencers and attend the sold-out event.

SUCCESS:

POS $'s: Increased by $8.2M compared to the previous year.
Market Share: Gained 1.7 percentage points.
Engagements & Engagement Rate: Garnered 31.4 million engagements with an impressive engagement rate of 21.19%.
Recognized as one of only three benchmark brands to experience growth during the Back-to-School period.
The campaign was featured on "The Drum," a notable achievement showcasing its industry impact.

NERF

UGC TO DRIVE BRAND ENGAGEMENT & METRICS

SITUATION:

Hasbro's Nerf brand, beloved by kids for over 40 years, had consistently provided new ways for children to showcase their creativity, athleticism, and teamwork. However, the brand aimed to drive relevance, resonance, and recruit new consumers while reminding previous users of the thrilling experiences Nerf offers. This effort was particularly focused on boosting brand engagement and sales during Nerf's traditional slow selling season.

SOLUTION:

To achieve this, we developed a digital consumer promotion: the first-ever NERF "Battle of the Ads" contest. This campaign invited fans to put their personal spin on the brand's next television commercial. The grand prize winner received $10,000 and the unique opportunity to have their ad aired during a new episode of The Simpsons, on FOX.
We encouraged Nerf fans to submit their own ads, track the number of views, and check out the competition. We provided an online director's toolbox, empowering participants to edit their videos, enhance them with music, and incorporate closing graphic animations. Additionally, the site featured a video gallery where entrants could share their videos using the tell-a-friend tool to garner votes. To further engage visitors and participants to visit the site, NERF NATION Prize Packs were awarded to one lucky winner each day during the promotion, giving all qualifying visitors a chance to get in on the action.

SUCCESS:

Website Visitors: 360,000 visitors, including 268,000 unique visitors
Average Time on Site (TOS): Approximately 7 minutes
Page Views: 4.5 million
Engagement: Thousands of submissions and over 150,000 votes
Program Longevity: Established as an evergreen program for the brand
User-Generated Content: Produced thousands of user-generated content (UGC) assets for the brand to leverage in future campaigns