A selection of content‑to‑commerce programs where I turned partnerships and platforms into measurable growth.
Walmart: Hello Holidays
Client: Walmart
Campaign: Hello Holidays
Challenge: With Holiday being Walmart's most important timing window, we were tasked with building a media innovation to drive consideration and engagement while helping convert more shoppers into digital first customers
Solution: Identified a trend of influencers expanding into CTV, we partnered with mega-influencer platform Jellysmack and Roku --leveraging Walmart's exclusive commerce ad functionality-- to create Hello Holidays, a fully shoppable video series with select influencers highlighting priority Walmart products
Results:
- Outperformed Walmart T-Comm BMs for CTR by 1.5x and CVR by 2.0x
- Reached 34% of total Roku HHs (24M impressions / 6.1M Roku HHs)
- Drove 2X site visits and 1.5x higher GMV versus similar campaigns running during the same timeframe
- Gleaned invaluable learnings to inform future T-comm activations e.g., 10:1 viewer preference for Text-to-Shop vs. QR Code Scans
WALMART + BLIZZARD/ACTIVISION
Client: Walmart
Campaign: Holiday Candy Crush (Blizzard/Activision)
Challenge: For Walmart + Holiday, our objective was to connect with holiday shoppers during moments of downtime to drive Gifting & Gathering and encourage digital and mobile shopping behaviors.
Solution: Understanding our key audience’s love of mobile gaming, we partnered with Blizzard Activision and their premier title Candy Crush to develop a first-to-market custom branded game. The experience highlighted priority Walmart products and rewarded players with extra lives. After playing, shoppers could click directly to Walmart.com or in-app to purchase.
Results:
- 3.20% Click-Through Rate (CTR) vs 0.38% industry average
- Average CPC of $0.88 vs Blizzard/Activision benchmark of $1.60 (+181%)
- 15M engagements
- Engagement rate of 97% vs Blizzard/Activision benchmark of 94%
- Brand Lift Study: +10.9% lift in Consideration (vs 2% benchmark) and +7.3% lift in Purchase Intent (vs –2% benchmark)
STARBUCKS
Client: Starbucks
Campaign: Tazo Chai Latte Product Launch
Challenge: Generate excitement, credibility and consideration for the launch of Tazo Chai Latte K-Cup tied to the “Sweet meets Spicy” brand campaign.
Solution: In looking at the product DNA, its cultural origins in India, and the F25-49 target, negotiated a partnership with Top Chef star Padma Lakshmi as a voice that would add relevancy and buzz. The primary element of the campaign came to life through a YouTube digital series that featured Padma visiting different small businesses/boutiques that embodied sweet meets spicy (e.g., a chocolatier).
Results:
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Overall campaign exceeded all Starbucks KPIs by 27%
- The client was so pleased, the campaign expanded usage of Padma into TV, digital, social and PR
- Generated over 15M earned impressions
PRINGLES PRINTS
Client: P&G
Campaign: Pringles Prints Launch
Challenge: Drive awareness, display and sales for the launch of Pringles new product innovation, Pringles Prints, with the ability to print multi-color text and images on each chip. Our challenge was to help drive awareness, display and sales.
Solution: Understanding the power of IP ("tug factor") with kids and parents, we recommended aligning with partners who would be relevant to our shopper and could deliver engaging content and cross-promotion. To minimize hard dollar costs, we developed an innovative strategy that monetized each chip as media value which we used as negotiation to secure partner Hasbro and their iconic Trivial Pursuit game.
Results:
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Delivered 70% of annual target volume in only 2x months
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Secured incremental custom display at Safeway and non-endemic retailer Toys R Us
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Expanding these partnerships for two more years to include Marvel, Daytona 500 and Jeopardy
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Earned P&G's "Fusion Award" for best leveraging of a Commercial Partnership