WoodWick Social Campaign

PROBLEM
When your number one product attribute is the sound of your crackling wick, how do you stand out in a cluttered, sound-off social feed?

IDEAS
Wick Waves
Using various sound bar styles, we animated the distinct crackle, inviting users on social to listen along and experience what makes WoodWick unique. Various scents were given their own unique sound wave and shared in-feed and in Stories.

Woodwick Pairings
The unique sound and classic scents of WoodWick candles are often used to create a lovely home ambiance. Embracing Pinterest design and home interior trends, we created “pairing” pins for those searching for ways to give their homes ambiance and relaxation.

RESULTS

Wick Waves videos were in the top 5 performing posts for their entire flight on both Facebook and Instagram.

Pairings delivered over 51MM impressions and 79K clicks to the website, with an efficient CPM of $3.96 vs. the target of $6.50. The top two target audiences saved the pins at a high rate as well.

Coleman Zoom Backgrounds

PROBLEM
In the first few weeks after COVID-19 shut down offices across the country, Zoom became the de facto office for workers everywhere. Stuck at home, workers turned to digital solutions to feel like they were leaving their homes.

IDEA
This provided Coleman with a perfect opportunity to insert their brand naturally into the conversation. Coleman’s motto, “The outside is calling,” worked perfectly for the new, stuck-at-home video conference world. We created multiple backgrounds highlighting the outdoors and Coleman products for workers to upload to Zoom. The backgrounds were promoted on Instagram and Facebook through Stories and in-feed.

RESULTS
The background posts are the highest performing posts for Coleman of 2020 to date.

Krazy Glue Pinterest

PROBLEM
Despite its incredible glue power, our target audience often forgets that Krazy Glue is the perfect solution for the quick fix or DIY craft around the house.. But up until this 2020,. Krazy Glue has largely been absent from the number one platform of fix and DIY inspiration: Pinterest. How could KG show off its incredible strength while also fitting into the context of a Pinterest feed?

IDEA
When people search for fixes or DIY projects, they’re usually just thinking about the short term: getting the task at hand done as opposed to a long-term solution. To highlight the ridiculous, lasting strength of Krazy Glue, we used stop motion to show off the product at work using an “extreme” test. Working with Pinterest, we identified trending searches, such as wine bottle DIY, and created custom content to appear in those searches.

RESULTS
This campaign launches in August 2020.

Sunbeam

PROBLEM
Joint pain isn’t the sexiest topic to discuss on social media. Sunbeam’s heat pad competitors were relying on the classic stock image of an older person holding their back in discomfort. How could we dramatize the ordeal of joint pain in a visually interesting and social optimized way?

IDEA
Using animated illustrations of the causes of joint pain and pairing them with the benefits of heat therapy, we created dynamic, stand-out in-feed assets that told the story of joint pain in a way that our target could relate.

RESULTS
Over 5MM impressions and beat the target CPM by 23%.

Newell Social Playbooks

As of 2019, nearly every brand under the Newell umbrella had little to no social strategy in place. Over the past year and a half, we developed a social strategy, tone of voice and design guidelines for 25 brands.

For each of the brands, I created the photography and design guidelines, a paid post template, visual content ideation starters and helped craft the tone of voice.