Dentsu Creative
As a jack of all trades in my previous role, I sought out Dentsu Creative to further pursue strategy.
Starting as a Social Media Manager (SMM), I led the Preparation H team under GSK/Haleon. Outside of butt jokes, I contributed to one-off campaigns, master branding, social media strategy, & content creation for brands like Walmart, Subway, IMAX, Kingsford Coal, Cracker Barrel, Totino’s, TUMS, T-Mobile, GM Energy, & QVC.
Fast forward to the present, I’m a Strategist on Mondelēz brands Chips Ahoy! & Teddy Grahams leading a team of creatives & SMMs.
CPG: Mondelēz International (ACTIVE CLIENT)
Organic Social
+5.9M impressions, +182K engagements, +348.5K new followers (thus far) across Instagram, TikTok, Facebook, X, & Threads
Gluten Free 🙅♂️
The crunchy Chips Ahoy! cookies you love, without gluten!
+1.2M impressions, +13.5K engagements (Instagram, TikTok, & Facebook)
636.4M earned media impressions, 75 placements, 100% positive sentiment
User-generated content (UGC) that emerged from the launch of Chips Ahoy! Gluten Free
S’mores 🍫
A deliciously sweet treat inspired by the nostalgic flavors of a campfire favorite
+1.6M impressions, +13.7K engagements (Instagram, TikTok, Facebook, & X)
Sweet Escapes 🍦
Ice cream trucks & city-themed sandwiches made their way to the streets of NY, LA, & Chicago
27.4M impressions, 122.4K engagements, 18.4K website visits
5.9K sweepstakes entries, 3.9K waitlist sign-ups, 1.5K activation attendees
+31% increase in Chips Ahoy! & ice cream co-purchasers on GoPuff.
Dairy Queen Ultimate Cookie BLIZZARD 🥄
A summer DQ Blizzard that’s every cookie lover’s dream ft. Oreo, Chips Ahoy! and Nutter Butter
+1.6M impressions , +9.9K engagements (Instagram & TikTok)
Big Cookie 🍪
This. Is. Big. Our biggest innovation yet: Chips Ahoy! Big Chewy Cookie
+171K impressions, +7.6K engagements (all of Meta, TikTok, & X)
+4B earned media impressions, 1K placements, +40% share gains
Chips Ahoy! & Big Sean at ComplexCon
Our biggest cookie attended culture’s biggest event of the year with the help of a BIG music artist
+8.1M impressions , +11.9K engagements (all of Meta, TikTok, & X)
Hot Cocoa ft. Swiss Miss ☕️
The ultimate holiday treat back after an 8 year hiatus
Organic Social
+293K impressions, +15K engagements, +4.4K new followers (thus far) across Instagram, TikTok, Facebook, X, & Threads
Victoria Monét
Summer of 2024 our team identified a huge opportunity after receiving a message from Victoria Monét. Wanting to gift her something meaningful, we sought out the perfect individual to bring our idea to life.
Polling Victoria Monét fans at Dentsu, we knew a custom jacket was the best way to honor this celebrity.
Not only did we dive into Victoria’s fanbase to identify the perfect creator, but then proceeded to work with super fan & artist, Olivia Ellis, to merge the singer & fan’s aesthetic with Teddy Grahams’ branding.
The result was a Victoria-coded jacket truly made FOR HER.
Health & Wellness: Haleon
CASE STUDY
An Inside Look: How Preparation H Leveraged Influencer Activations to Connect with Diverse Communities
@bottomsdigest @tonydirects @fishandsparrow
+498.8K impressions, 98% positive response, 10.65% engagement rate
🍑 The Challenge
The LGBTQ+ community reports more difficulty accessing care than their non-LGBTQ+ peers. More than one-third (36%) of LGBTQ+ people in the United States say that they’ve had a negative experience with a healthcare provider, compared to 22% of non-LGBTQ+ counterparts.
Motivated to address health inequalities in the LGBTQ+ community, our team identified influencers to discuss all things “back there care” on social. These influencers proved entertaining & unapologetic making for authentic, fun, cheeky conversations around hemorrhoids & Preparation H on the internet.
🍑 The Solution
To dial up education value, we partnered with 3 prominent LGBTQ+ influencers to hit these objectives:
Educate the LGBTQ+ community about sex, butt discomfort, & hemorrhoids.
Normalize “back door” care & sexual health.
Highlight the soothing relief provided by Preparation H products.
Our influencers created humorous sketches that fit seamlessly melded their tone-of-voice with the brand’s signature sense of bold humor. The content provided viewers with much-needed representation & laughter alongside a valuable opportunities for education & brand building.
Organic Social
+388K impressions, +262K video views, +24.7K engagements, +35.9K mentions, +500 new followers
As the Preparation H Social Media Manager, it was my job to deliver on the brand’s cheeky, borderline crude social tone of voice. The clever, quippy, bold butt-related jokes that appeared on users’ feeds brought them to our page(s) & earned us praise.
TUMS ❤️🔥
Though never my main brand of focus, I’ve always been keen to help out the TUMS team with their content & activations that make digestive health mainstream & fun 💙
2023 Z100 Jingle Ball ft. TUMS & GAYLE
“TUMS Partners with Designer Nik Bentel to Launch Limited Edition TUMS Bag to Fuse Food, Fashion and Heartburn Relief”
QSR: Subway 🥖
Organic + Paid Social
+90.4M impressions, +1.9M engagements, +34.7K mentions across Instagram, TikTok, X, & Facebook
🚦 The Challenge
Help a legacy quick service restaurant regain the prominence it saw in the early 2000s, erasing any negative stigmas around consumption by engaging Gen Z & millennials.
✅ The Solution
Channel nostalgia with a modern twist to prompt excitement for the brand.
Shake off the haters on social while embracing the loyal Subway stans.
Loop in beloved, high-profile talent to attract attention & new consumers.
Here’s how that all came to life…
Footlong Sidekicks 🍪 🥨 📐
Knowing how much consumers love Subway’s cookies & footlong sandwiches, we helped launch their footlong treats in partnership with Cinnabon & Auntie Anne’s.
Enter the Footlong Cookie, Churro, & Pretzel.
+22.2M impressions, +500K engagements across TikTok, Instagram, & X
980 news stories, 1.9B impressions from news coverage, 10K article shares on social
Organic Consumer Reviews
The Sidekick Salute 🙌
To further build on the momentum of Subway's Sidekick launch AND sneak our way into the biggest media day of the year, our team boldly took credit for a hand signal we know with absolute certainty that NFL referees will be doing during the Big Game, claiming it as proof that they love our new Footlong treats.
The Super Bowl essentially became one four-hour long commercial for the brand and an engagement opportunity among fans 🙌
About the Footlong Cookie… 👀
PROBLEM: Unanticipated sell out of our Footlong Cookie due to supply chain issues.
PROCESS: Quick turnaround response to clients, focusing on a lo-fi solve.
SOLUTION: Made this moment an op to create FOMO with memes to turn a negative into a positive.
+932.5K impressions, +123.7K likes, +2.3K shares, +345 comments, ER of 13.7%
Other brands saw this format and copied it! You know what they say, imitation is the sincerest form of flattery 😉
Subway Wraps + “Wrappy Hour“ 🥙
‘New Heights’ LIVE Presented by Subway
In collaboration with Jason & Travis Kelce, we worked with them to sponsor the first live show of their podcast 'New Heights’ to launch Subway Wraps. Fan favorite & Kelce matriarch Donna Kelce joined in on the fun, handing out sandwiches to attendees (similar to that of Taylor Swift's dad). We, too, saw enthusiasm from University of Cincinnati students raving over our product.
The Gherkin Grinder 🥒
Tasked with engaging consumers on April Fool’s Day, I ideated and created a faux sandwich for Subway that reflected sentiment we were seeing on social. Fans’ love of Subway pickles prompted the swapping of bread for the actual pickles themselves.
Despite client hesitation, we pushed back seeing amazing results and spurring a viral trend.
QSR: Cracker Barrel 🥞
I worked on Cracker Barrel for a short time as a TikTok Consultant of sorts. As a brand with guests (hard-working Americans) feeling underappreciated, we doubled down on all things comfort on social.
TikTok in particular proved to be an amazing growth platform, enabling a timeless establishment like Cracker Barrel the ability to tap into culture & trends.
Organic + Paid Social
+5.8M video views, +301.2K engagements, +16.8K new followers on TikTok
Frozen Appetizers & Snacks: Totino’s 🍕
A unique social account was that of General Mills’ Totino’s Pizza Rolls. With mascot Pete Zaroll at the center of all the chaos & antics, this brand was all about absurdity beloved by Gen Z & Gen Alpha.
Organic + Paid Social
+28.2M impressions, +8.4M video views, +500K engagements, +71.1K new followers across Instagram & TikTok
Totino’s x Hot Ones 🛹
Entertainment: IMAX 🎥
When it comes to moviegoing it has to be an event worth leaving the house for. IMAX is what making storytelling magical in ways one’s televisions can’t do at home.
Through social, we wanted to communicate how IMAX is the ultimate way to experience film as its magnificence is no match to the other screens our everyday lives.
Organic Social
+33.7M impressions, +3M engagements, +440.7K new followers across Instagram, TikTok, X, & Facebook
IMAX Superfan “A15”
The person who bought the center front row ticket (A15) for Oppenheimer went viral on social with everyone speculating who they could be. We wanted to meet the fan who bravely chose THE most immersive seat possible and recognize them for their devotion to the IMAX experience.
BBQ & Grilling: Kingsford Coal 🔥
🪵 The Challenge
Inspire a new generation of grillers that, with Kingsford’s quality, flavor, & rich heritage, can BBQ proudly.
🪵 The Solution
To win amongst advanced grillers & novices, we wanted Kingsford’s social presence to do the following:
Emphasize an unmatched, authentically American grilling experience
Change Kingsford’s perception as a classic, utility brand to a modern, lifestyle brand
Encourage year-round grilling & purchase to restore product volume growth
Kingsford 🤝 Kelce
Our job as a team was to write the social playbook for Kingsford Coal defining a strategic framework for 2024. Doing so also meant shaping the brand’s persona that would resonate with their loyalists & potential new audience(s). The result was a tone of voice reminiscent of one’s knowledgable neighbor who’s highly sociable, passionate, down-to-earth, & humble.
The person who epitomizes the brand? Jason Kelce.
After receiving this in-depth brand analysis, Kingsford added Kelce to their grilling family soon after. Their #KingOfTheGrill campaign took our social playbook to heart having the wholesome, retired football player & celebrity dad coached into his grilling era by Vince Wilfork.
Kingsford University 🥩
Leading up to Dentsu’s creation of Kingsford’s social playbook, we were on-site with marketing, sales, & operations teams for an immersive, informative two day event in Dallas.
Retail: Walmart 🛒
🔆 The Challenge
To increase brand love and make Walmart an unmissable part of the back-to-college experience amongst Gen Z students and their parents.
🔆 The Solution
A social-driven campaign turning college shopping into a humorous gifting opportunity for parents, making the moment of “goodbye” easier. Enter the Walmart #ParentCarePackage
It was my initial social audit gathering learnings & inspiration for Walmart’s back-to-college approach that informed the brief & ultimate execution of this campaign.
