WORK
Here’s a selection of work I’ve had the privilege of leading strategic development on.
first response
“PUT ON A SMILE”
The Ask: Create a campaign that shifts First Response’s key messaging to better connect with those trying and struggling to conceive.
The Challenge: Those struggling to conceive rarely (if ever) see themselves reflected in modern media—especially in advertising—leaving them feeling isolated and alone.
The Insight: For womxn struggling to conceive, dealing with the shame and taboo of infertility typically means suffering in silence.
The Outcome: A 360 digital campaign working to lift the stigma surrounding infertility and help this community feel seen, achieving over 14 million impressions, a 12% sales lift on Amazon, and 2 ADCC awards.
Trojan
“good vibrations”
The Ask: Launch the new Trojan Duet in the Canadian market, the brand’s first premium vibrator.
The Challenge: Despite their rising popularity, vibrators are still a major taboo—both for consumers, and for most Canadian media platforms.
The Insight: Humans can’t help but be inexplicably drawn to (and curious about) the taboo.
The Outcome: An OOH and digital campaign that leveraged first-of-its-kind vibrating bus shelters and display ads that allowed consumers to explore their curiosities with the new Duet while skirting stringent advertising laws.
GASTROVOL
“Something’s off”
The Ask: Launch Gastrovol, a new gastrointestinal OTC solution, in the Canadian market.
The Challenge: Gastrovol was going up against a mighty opponent—Pepto Bismol—with the same active ingredient but none of the brand fame.
The Insight: Upset stomach sufferers didn’t just dread its symptoms, they feared it.
The Outcome: A TV commercial, alongside OLV and social assets that dramatized and poked fun at that fear, helping Gastrovol reach and even outperform its projected first year sales targets.
Trojan
“MELT INTO EACH OTHER”
The Ask: Launch Trojan Raw Non-Latex, the brand’s thinnest non-latex condom.
The Challenge: Trojan’s always been associated with its latex offering—and single, fratty dudes—not the couples who typically flock to non-latex.
The Insight: Most buyers aren’t buying non-latex for an allergy, they buy it to get away from all the parts of latex condoms that get in their way.
The Outcome: A digital campaign shot in-house that played up the best part of non-latex condoms—better heat transfer—and the end consumer benefit—helping them feel more and get closer.
SIA SCOTCH WHISKY
“own the outside”
The Ask: Get Latinx and Black consumers interested in scotch whiskey, and more specifically, into Sia Scotch Whisky.
The Challenge: These consumers rarely see themselves reflected in the scotch, or really the whisky world, both literally and figuratively.
The Insight: Latinx and Black Americans influence larger culture from the outside looking in.
The Outcome: A social campaign that helped to rebrand Sia Scotch Whisky and find it a place of distinction—a scotch joyfully created by outsiders for outsiders.
Gravol
“Canadianisms”
The Ask: Promote Gravol to newcomers with little familiarity of the brand or the anti-nausea category at large.
The Challenge: New Canadians typically rely on traditional home remedies to treat nausea—or just avoid their triggers altogether.
The Insight: But for Canadian natives, Gravol is so ubiquitous with nausea relief that they’re shocked when they realize it’s really only sold in Canada.
The Outcome: An OOH campaign that positioned Gravol as the brand to trust for anti-nausea relief in Canada, so much so, that it’s become a part of Canadian lexicon, resulting in a 44% recall rate for New Canadians and a 32% increase in intent to purchase.