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Vans X Skateistan
Cannabis X E-Comm
Lowe’s X NYFW
Vans X Checkerboard Day
San Diego Zoo Rebrand
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project objectives
Skateboarding was one of four new sports added to the Olympic program for 2020. Vans knew this global showcase would spark interest, brand heat, and newcomers from around the world. But how would we capture and keep their attention on the OG skate brand, Vans, with so much attention on the sport’s debut?
project results
As the original skate brand, Vans launched ‘Where It Starts’ to solidify their authority in skate, honor Vans’ skate team participating in the games, and support the grassroots and communities of skateboarding globally. ‘Where It Starts’ launched as an integrated campaign, content series and exclusive footwear and apparel collection benefitting Skateistan, a non-profit that empowers children through skateboarding and education. Our job? Breakthrough Olympic chatter, drive donations and celebrate this momentous moment for skateboarding. On ‘Go Skateboarding Day, Vans held an exclusive media with Tony Hawk, arguably the skateboarding legend who played a pivotal role in transforming skateboarding from a niche sport into a global cultural phenomenon, to share the campaign mission and his take on the upcoming Olympics. We also held separate media interviews with Vans’ skate team to drive the mission forward with women’s Interest publications, fashion and endemic media.
‘Where It Starts’ reached millions of consumers cross-channel, resulted in global media coverage (Forbes, Reuters, AdWeek, NBC Make It) and niche trend stories (Popsugar, Nylon, Sneaker Freaker), drove over $1.2M in sales, and resulted in a $200,000 donation to help teach the next generation to skate around the world.
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The role of the home transformed dramatically in 2020 and became the singular most important place in consumers’ lives. As the intersection of home and style became more prevalent than ever before, Lowe's saw an opportunity to reinvent both industries and stake a permanent seat at the style table. After all, style, accessibility and design have always been core to Lowe's, but many don’t consider the brand a destination for stylish and attainable home décor. With #FashionGoesHome, we worked to 1. bring fashion home (quite literally) by live streaming three of NYFW’s biggest shows 2. permanently change perceptions of Lowe's as a destination for style and décor and 3. shock consumers while proving high style doesn’t have to come with a price tag.
project results
With a surgical, precise media strategy, our team swept #FashionGoesHome across almost every national media outlet (CNN, USA Today, Reuters, Business Insider, Forbes, and blanketed the partnership across key verticals across fashion, home & shelter, lifestyle, design and ad/marketing trades (WWD, House Beautiful, Architectural Digest, Apartment Therapy, Glossy, Adweek)
Lowe’s came out the unexpected “winner” of NYFW for generating 1.6B earned media impressions, and more social mentions than any designer or other brand. Lowe’s owned social content received 13.9M engagements and 159M impressions, generating +161% engagements per post vs. top competitors in the same time frame. Social media also drove significant intrigue and consideration, with owned content driving 624K clicks to shop curations on Lowes.com. The show live streams on Twitter generated 2.3M combined views, with average watch time 85% higher than typical shows on Twitter. Watch time of Christian Siriano’s show peaked at 4.4 minutes, which is 225% higher than the average watch time for all fashion shows on Twitter.
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While women are among the fastest-growing groups of new cannabis users, the industry continues to be male-dominated, meaning branding, education, resources and the entire aesthetic was stuck on men. Our challenge? Break through a male-dominated industry to foster community, education, accessories and style finds.
project results
Brand Strategy: Brand Concept & Positioning, Competitive Audits & Target Audience Research, Message Development, Marketing Channel Strategy, Brand Partnerships & Collaborations.
Graphic Design & Full Brand Suite: Brand Visualization, Logo Development, Message & Copy Development, Brand Guidelines & Stylebook, Site Design, Branded Social Media Templates, Brand Collateral.
Social Media Strategy: Content Strategy, Storytelling Pillars, Channel Strategy, Monthly Content Calendar Development & Scheduling, Photoshoot Management, Creator Relations.
A clear, inspiring message, branding geared to our target audience, a giveback component, and ease of use/engagement across .com and social drove over $10K in sales in just the first few months after launching. Thanks to a strong brand concept, visualization, site design and IRL packaging design and details, Can.i.bliss cultivated not only a community of cannabis advocates, but a destination for education, resources, apparel and more.
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Vans Checkerboard Day is an annual CSR, community-focused initiative aiming to rebuild and revitalize localities through creativity. The annual event, celebrated worldwide, promotes creative expression as a force for positive change and gives back to global nonprofits. Thanks to COVID-19 we were tasked with reimagining a global event while our entire community was in isolation.
project results
As global communications lead, we implemented a global, tailored regional comms approach for North America, Asia Pacific, Africa, and Europe and curating local nonprofits, influencers and media to help build anticipation for the give-back moment. In 2021, Checkerboard Day supported nonprofit partners focusing on education, mental health, and creative outlets for youth. Vans encouraged individuals to engage, donate, and participate in various activities on this day, fostering a sense of community and artistic empowerment to address local challenges. Vans held media days with key spokespeople in each region, shut down their offices for the day so employees could participate, and held socially distanced creative workshops encouraging local communities to do something creative.
We secured hundreds of global and regional stories in each major market, driving 18,000 direct shared acts of creativity on Nov. 11th. #VansCheckerboardDay challenge on TikTok which garnered over 11 billion video views, and drove a $1M donation across 10 global charities who use creativity-focused programs to impact mental health and wellbeing for youth.
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For more than 100 years, the San Diego Zoo was not just a zoo, but the zoo. Millions of people from around the world have visited the wildlife – rare and endangered plants and animals – at the zoo's sprawling 100-acre conservation park and 1,800-acre Safari Park. The experience has long been a bucket-list item for lovers of flora and fauna, but until now, visitors may not have fully appreciated the organization’s wildlife conservation work around the world. We set out to communicate this bold, new vision for conservation with a world-renowned wildlife organization, “The San Diego Zoo Wildlife Alliance,” doubling down on its commitment to create a brighter future for everyone.
project results
A few weeks before the global launch, nine great apes at the San Diego Zoo became the first non-human primates vaccinated for COVID-19. Instead of driving headlines just one week before the global launch, we combined the vaccine update alongside the new mission and rebrand to truly showcase the efforts behind the new “Wildlife Alliance.” We also partnered with world-renowned artist Romero Britto to commission a one-of-a-kind masterwork, to represent the importance and urgency of San Diego Zoo Wildlife Alliance’s mission In honor of World Wildlife Day.
By strict media and storytelling mapping across ALL key verticals, our media strategy quite literally covered the globe in news of the San Diego Zoo’s Wildlife Alliance’s conservation efforts. We covered the internet across key verticals in conservation, sustainability, travel, art, lifestyle local, regional, national and international media outlets, including a paid content partnership with The New York Times to drive 6 billion eyeballs on the rebrand and mission, as well as AOL, The Today Show, Reuters, CBC, AFAR Magazine, Yahoo! Life, Yahoo! Noticias, Transform Magazine, Creative Bloq, Creative Review, NBC San Diego, San Diego Union Tribune, ABC San Diego and more.
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