Business wins
Let’s talk business. Over the last three years, I've helped my agency win eight new business pitches, plus a proactive idea having to do with a giant muffin and an empty soccer stadium. (Note: My three most recent pitches, Verizon, Keurig, and Logitech, still need to be added here but they were good trust me).
LITTLE BITES RFP
WON
Our agency was challenged to present bold and new social ideas befitting Gen Z's favorite snack. That's where I came in.
Role: Every single thing you see in my book was my idea and created by me 😎
One’s gone
INSIGHT:
You don't know what you have 'till it's gone.
IDEA:
In response to the #OnesGottaGo TikTok trend, we'll unite our fans in their love for the least favorite Little Bites flavor, by announcing that we're removing it from shelves
Implementation:
Through social listening, we identify the flavor that our fans have ousted from Little Bites as part of the #OnesGottaGo trend, and give them what they are asking for. Through a press and social run, we announce that we are going to be removing a flavor from Little Bites because of our fans’ requests. Then, as counter groups emerge, we’ll fuel the fire by:
- highlighting their content on our social channels
- getting influencers in on it
- making public statements acknowledging them and holding our ground
AMPLIFICATION:
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Owned and PR - announce the removal of the flavor
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Packaging - create a limited run package with campaign messaging on the bag
Lil Bites Vert
INSIGHT:
People support brands who support a cause.
IDEA:
Superstar and die-hard Little Bites fan, Lil Uzi Vert, will replace the gun reference “Uzi” from his name with “Bites” – driving headlines for his efforts to raise awareness around gun violence in rap and society.
Implementation:
After Lil Uzi Vert becomes Lil Bites Vert, through an official Instagram name change, we'll capture candid-style interviews with him that he’ll post on his main channels. He'll explore the historical context of why he chose his name in the first place, his personal history with guns and why they were a part of his life growing up (if they were). He’ll also speak to the overall impact guns have had on rap culture in general.
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Amplification:
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Partner - Social launch @LilUziVertOwned
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Social reshares of Lil Uzi content
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The big Little Bites bag
INSIGHT:
Our research has found that Gen Z has a different opinion as to what is the perfect portion in a Little Bites bag.
IDEA:
We give Gen Z the Little Bites bag they are begging for, by creating the GIANT Little Bites bag of their dreams.
Implementation:
We launch an omni-channel campaign where we give our Gen Z customers the portion they’ve been begging for on social. By creating the world’s biggest Little Bites bag.
Over the month leading up to launch, we’ll prime our audience by:
- liking fan posts across social which comment on wanting a bigger bag size
- quizzing fans on what their perfect portion of little bites is
- resharing people’s posts about portion sizes
We’ll then launch the campaign through a sizzle real reveal of comments begging us for ridiculous numbers of Little Bites in each bag and then revealing an actual giant bag of Bites.
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Amplification:
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Owned and earned - organic posting of sizzle reel announce
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Packaging – Sweepstakes announce
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PR - Seed to different publications along with rules of entry
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Earned – Seed giant bags to top tier influencers
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Paid - Socialize contest
WON
SNAPCHAT RFP
Snapchat was looking to staff a team for the launch of a new product line. We showed them what we could do.
Miss Real America
Social concept
SNAPCHATTERS ARE HOSTING THEIR OWN MISS AMERICA … AND REDEFINING BEAUTY.
Miss America 2020 may be cancelled, but we’ll give our community a fun, positive way to try and take the crown themselves this year. We’ll post Snapchatters’ selfies to highlight their own unique takes on beauty that might not fit the usual definition, but still make us all swoon.
EXAMPLE SOCIAL COPY: Meet Miss Takes-Photos-From-Really-Bold-Angles. One of our top picks in lieu of #MissAmerica2020. @snapchat to be featured.
Points for humanity
Social concept
SNAPCHAT JUST REVEALED WHAT POINTS WERE FOR ALL ALONG: World Hunger Day.
We’ll capture attention and reward our super fans by letting people trade in 1 million points for a $10 dollar donation to a food charity.
EXAMPLE SOCIAL COPY: This just in, there’s a reason you’ve been saving your snapchat points. Click here to trade in 1 million of your snap points for a donation to rise against hunger.
The bffs
Video concept
IMAGINE TWO FRIENDS IN A NURSING HOME AND BESIDE THEM A STREAK COUNTER WHICH READS: 🔥 21,900+
We’ll tell that story. Working backward, we’ll create a content series that chronicles the lives of two friends leading back to the day it all started with a simple “add friend.”
We’ll split the series up into five 30 second spots, that can be watched as a whole on our YouTube playlist, for the full, heartwarming streak.
COMMUNITY EXTENSION: We’ll extend our Friends Forever campaign and drive awareness to it by surprising the people with the ten longest streaks in the world with friendship care packages, a gold-plated streak award, and inclusion in our friends forever YouTube playlist featuring our two own nursing-home BFFs.
Step into Snapchat
Paid ads
WHEN YOU STEP INTO SNAPCHAT, LIFE BECOMES LIVELIER. This sample approach takes real life scenarios—like school, work, or even beach days — and shows how Snapchat empowers more memorable and enjoyable everyday moments.
The series will play across multiple channels, showing varying scenarios that have been amplified by diving into the app.
WON
GOOGLE RETAIL ASSOCIATE PROGRAM RFP
Some briefs aren’t “exciting.” Those ones don’t … un-excite me. Google wanted to tap innovative social formats to inspire their 3000+ tech-obsessed retail associates (Ph.Gs) across the country.
Outstanding recommendations
Recognition concept
INSIGHT: Performance reviews can be inspiring when you look up to the person giving it to you.
We surprise high-performing Ph.Gs with LinkedIn recommendations that turn heads.
What if performance reviews came from the biggest CEOs and artists in the world?
We'll surprise high performers with authentic LinkedIn recommendations from John Ledger, Sundar Pichai, or Quincy for their performance, brand advocacy, and overall Googliness.
Early, early access with Marques
Exclusivity concept
INSIGHT: Early access instills feelings of exclusivity and drives buzz for new Google products.
We provide tech-interested Ph.Gs a link to one of the biggest Pixel 5 review videos, before anyone else.
Ph.Gs who respond to our survey that they’re interested in tech reviewers on YouTube will get access to what will likely be the biggest YouTube review of the Pixel 5… before everyone else.
Marques Brownlee will publish the Pixel 5 video on “Private” for 24 hours, so only those with the link can view it.
Ph.Gs will be provided the link that they can then share out as they see fit, as the tech world tries to get their hands on the link too.
Product demo uniform
Exclusivity concept
INSIGHT: Uniforms kinda suck.
We create the first uniform that enhances the product demo experience.
We’ll partner with Pixel mid-tier influencer Jerome, a prominent fashion designer, to create a uniform that stands out from the retail crowd in the form of a desirable, wearable, product demo for the Pixel.
The uniform will include: AR artwork, Google Lens, Super Zoom, Jacquard powered
WON
ANDROID RFP
Android had new features they wanted Gen Z to know about. We had new ways to tell them about it. I helped junior creatives perfect their ideas while also contributing my own. Four quarters and a happy client later, I've begun pitching global brand ideas for incremental scope—like Android Auto Release Party below.
#EmojiKitchenHolidayRemix
INSIGHT:
Mashups can be better than the original content, from emojis to songs.
IDEA:
We work with a DJ, artist, or producer to create holiday remixes of popular songs on TikTok inspired by Emoji Kitchen creations.
A video starts with the influencer being provided an emoji combination, like cash emoji + cold emoji. Then, they take a popular TikTok song inspired by the first emoji (Money Trees by Kendrick Lamar) and mix it with a holiday song (Let it snow).
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AMPLIFICATION:
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Influencer: Organic posting on IG and TikTok profiles
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Owned social: announce posts
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#TeamPixel: Drop our first #TeamPixel challenge on Reels
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CRM: Send out holiday remix jingles
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Bonus: Paid amplification on TikTok for stable reach on platform
WON
CAVIAR CLOSED RFP
When one of our clients moved to Caviar, they wanted to know how we'd launch Caviar's first-ever influencer program—from the bread and butter ideas to the ones that would make a splash.
Surprise and delight
welcome experience
Influencer onboarding
You know what the summer of the vaccination means: We’re all going to the beach. As our first touchpoint of the program, we deliver all that #ClubCaviar needs for a perfect day (and photo op) on the beach.
THE SURPRISE
Personalization
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Option 1: Personalized welcome video from a local celeb chef, delivered via DM
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Option 2: Local menu item named after the newest club member
THE DELIGHT
Welcome kit
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Beach #ClubCaviar Cooler
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#ClubCaviar koozies
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#ClubCaviar bibs
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Sailor’s hat and teaser for yacht party (if approved, later in deck)
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Meet the Members pamphlet: a designed booklet with member bios + handles to encourage community from day one
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#ClubCaviar t-shirt featuring our fav pic of theirs from social
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Their #ClubCaviar credit card (a fun delivery mechanism for their monthly credits and a way to flex)
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A personalized food culture item based on their intro survey responses (Italian Wine for Italian food lovers, handcrafted chopsticks for Japanese food fans, etc.)
Jet ski delivery
Word of mouth concept
INSIGHT: People on yachts tend to have big social media followings. What they don’t have is food delivery.
Caviar takes you there, even when you’re on a yacht this summer in Miami.
For a limited time (1 week) we’ll offer deliveries via Jet Skis in Miami. Each delivery will include a share-worthy package to encourage earned word-of-mouth and brand recognition from the people ordering the meals that might include influencers, athletes, celebs, etc.
We’ll record social assets that capture the unique, eye-catching delivery only Caviar could pull off—and pending success use them to promote a scaled-up version later in the summer. This aims to make Caviar top of mind for our audience every single time they find themselves on a boat, near water…or just plain hungry.
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PROACTIVE: INCREMENTAL SCOPE SECURED
WORLD'S BIGGEST MUFFIN
The pandemic meant empty stadiums. I had the idea to allow sports fans to fill them by using cardboard cutouts (this was before any other brand had done so)—and becoming part of the world’s biggest English Muffin. We proactively pitched this concept to our Thomas' English Muffin account winning $17,000 in incremental budget to make it happen.
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Sports are back and fans are flat
THE INSIGHT
Fans are itching to get back in the stands as sports return, as evidenced by the latest trend we saw in MLS stadiums with fans getting cutouts of them placed in stadiums.
This desire to be in the stadium extends beyond just baseball, as no fans will be cheering in-person at any sporting event in the near future.
The World's Biggest English Muffin
THE IDEA
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We're going to take the cut-out trend up a level: giving fans the the chance to show their love for The Unions and Thomas’ by becoming part of the world's biggest English muffin.
Through a contest hosted on social media and at POS, we’ll ask for fan submissions to “join” the crowd at an upcoming MLS game. A select number of Thomas’ customers, dependent on the stadium size and budgets, will be chosen to have cut-outs made to be placed in the crowd.
The cut outs will all be placed in the stands together to create a giant English Muffin when broadcasted.
Facebook ad
THE PROMOTION
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Header: Make breakfast history
Copy: Sports. cardboard you. And a crowd made up of delicious breakfast foods. Sounds tasty? Enter today for a free spot in the stands as part of Thomas' Breakfast Fan Section. Spots are limited, sign up here.
Link description: Seconds to enter, years to brag
