Brand Positioning and Awareness Experience
BALISTON
"The Smartest Shoe You'll Ever Own"
Baliston is a smart footwear brand launched in May 2023. The challenge was to bring this brand to life amongst a crowded industry through an online-only selling channel. Baliston had several key stories to tell:
COMFORT:
A shoe best used for walking.
SUSTAINABLE:
A fully circular/sustainable product made from only 5 materials, plus Baliston will take back the shoes at their end of life to properly recycle.
TECH:
With sensors in the shoes, it allows for more detailed tracking of your steps.
SUBSCRIPTION:
By paying for the subscription, customers are entitled to personalized inserts based on their walking DNA, and can have their shoes replaced when needed at no additional charge.
By testing a variety of copy and creative across Display and Social channels, we were able to determine the Technology story was resonating the most among our identified audiences, so we leaned into "The Smartest Shoe You'll Ever Own" to focus on the technology story as a way to first introduce consumers to the brand.
Brydge
"Work From Anywhere"
As a consumer electronics company selling keyboards and docking stations for a variety of Apple and Microsoft products, the branding campaign we executed was knows as "Work From Anywhere", positioning Brydge keyboards as a mechanism for allowing you to work from anywhere.
At a time when the world was coming out of the COVID pandemic, remote work was growing rapidly, so a multi-channel campaign was launched to capture new customers in this shifting trend. The campaign was executed across Influencers, Paid & Organic Social, Paid Search, Web, and Display channels. It was further extended to retail partners like Best Buy.
Cariloha
Holiday Gift Guide
As a brand whose Q4 sales represented nearly 50% of the year, executing the holiday season was critical. In the thick of the pandemic, I was able to scout a photo shoot destination in a wealthy Park City neighborhood for the cost of product only. This shoot included several models, all product lines including a full bedding suite, and dozens of holiday props.
The resulting photography and video assets were used across web, direct mail, social, display, and in-store signage.
Skullcandy
Digital & OOH Awareness Campaign
Skullcandy was launching a new headphone meant to compete against the fast-growing Beats by Dre brand. As a marketing team, we came up with the #bassyoucanfeel campaign and charged my team with developing a media plan as part of the go-to-market approach to launching this new product. We developed a national digital campaign across social media and display, and focused on specific geographic regions as a test to measure brand lift.