Just in time for cookie selling season, Dunkin’ Donuts delivers coffee flavors inspired by Girl Scout Cookies®: Thin Mints®, Coconut Caramel, and Peanut Butter Cookie! What is more iconic than the combination of America’s favorite coffees and America’s nostalgic cookies? For a limited time customers can enjoy both together to fuel the go-getter in them.
Executed an integrated 360-degree campaign that garnered over 1.9 billion national media impressions across over 212 media pick-ups and over 270 million social impressions. Tactics included in-store POP takeover; Dunkin’s first-ever product reveal on Facebook Live; broad-reach video on television and Google Preferred; organic and paid social media content; sponsored partnerships with theSkimm, Brit + Co, Cheddar, Waze, Fohr influencers; digital banners; radio; and out-of-home including the screen on One Times Square (yes, the building that’s focal to the beloved New Year’s Eve ball drop festivities).
The Girl Scout Cookie Program is more than the cookies—it is an experience for girls to learn essential life skills like goal setting, money management and people skills. Sharing the entrepreneurial spirit, franchisees welcome local Girl Scouts troops to sell cookies at Dunkin’ Donuts restaurants across the country. Dunkin’ hosted over 4,000 cookie booths over four weekends in February.
The program drove +3.3% incremental sales lift and +2.3% sales comp lift in the coffee category.
Photos: Dunkin' Donuts
Dunkin’ Donuts’ customers can customize their coffee and espresso beverages with delicious flavors every day! On top of four always available flavors—caramel, mocha, French vanilla, hazelnut—Dunkin’ releases limited-time assortments throughout the year that are trend right and seasonally relevant.
A rotation of Baskin-Robbins ice cream inspired flavors have made it onto Dunkin’s menu for multiple years. This time, thinking ahead for next summer, Dunkin’ asked America to vote for their favorite Baskin-Robbins inspired flavor that they hope to see again. Five flavor options included butter pecan, cookie dough, pistachio, rocky road and Jamoca® almond fudge.
Executed a voting program across Dunkin’s social media platforms. Consumers casted their votes between Monday, August 21st through Friday, August 25th by commenting on Dunkin’s pinned posts on Facebook, Instagram and Twitter. Plus, on Friday only consumers also voted by using one of five Snapchat geofilters available at all Dunkin’ locations nationwide. The top favorite flavors were announced the week after on Thursday August 31st.
After tallying over 27 thousand votes, the top three fan favorite Baskin-Robbins ice cream inspired flavors were: cookie dough, pistachio and butter pecan! Over 5.5 million engagements were generated across the social platforms including Facebook shares, Instagram likes, Twitter retweets and Snapchat swipes. Additional impressions were made by earning coverage with product deliveries to Cosmopolitan and PopSugar, as well as broader media outreach.
Photos: Dunkin' Donuts
Dunkin’ Donuts’ “Summer of Coffee” campaign encouraged everyone to make the most of summer by staying energized with America’s favorite coffee. Summer days may be long but the season is short, so tackle that summer bucket list with a refreshing iced coffee in hand. Dunkin’s summer line up of flavors included ice cream inspired butter pecan, campfire classic s’mores and sweetly delightful coconut crème pie. These three flavors were available in Dunkin’s full assortment of hot, iced and frozen coffees and espresso beverages.
Sponsored the “Pitch to Pilot” program in partnership with New Form and TBS Digital at the eighth annual VidCon, the world’s largest video convention where brands and influencers gather to network and learn about the content space. Creators had the opportunity to pitch ideas for a series that would include a Dunkin’ product integration. Dunkin’ along with New Form and TBS Digital evaluated the top ten of two hundred entries to become a pilot produced by New Form.
Collaborated to design a Creator’s Lounge that fostered a fun interactive environment with a photo booth, live stage and rest and relax areas. Dunkin’ kept guests fueled with complimentary iced coffee, cold brew coffee and Frozen Dunkin’ Coffee available in the three summer flavors. Dunkin’ also surprised and delighted attendees throughout the entire convention by randomly giving away gift cards and colorful koozies. Approximately 10 thousand people visited the Creator’s Lounge to fuel up during the “Summer of Coffee.”
"'VidCon is one of the biggest gatherings for creators in the content space,' said Kathleen Grace, CEO of New Form, 'and is the perfect venue to identify, connect and engage with the upcoming generation of storytellers.'" (Adweek)
Photos: Dunkin' Donuts, RF|Binder
Rihanna fused her fierce approach to music and fashion with the unmistakable sport-driven design of PUMA in her first full season collection since partnering with PUMA in December 2014 as women’s creative director. The Autumn/Winter ’16 FENTY PUMA by Rihanna collection drew inspiration from Japanese street culture mixed with gothic overtones and exaggerated volumes.
Partnered with Foot Locker, Inc. to craft an unforgettable global launch moment that disrupted the women’s marketplace, opening with Rihanna’s appearance that locked down a block in midtown Manhattan.
Created stunning retail environments and visual merchandising that included two premium pop-up shops in New York City and Los Angeles, seven pop-up shops at SIX:02 stores, twenty-six shop-in-shops at SIX:02 and Lady Foot Locker stores and one curated shop at SIX:02’s New York City flagship.
Generated demand and on-going programming with VIP shopping events, styling sessions, launch parties, a private beauty bar, out-of-home wild postings and billboards, guerilla street outreach, paid digital, social media, email blasts and a microsite.
Awarded the company-recognized “Forever Faster Award” for successfully launching Rihanna's debut collection from FENTY PUMA by Rihanna in Q3 of 2016.
"When it comes to one of the most sought after and buzzy women’s athletic collections, Foot Locker Inc. is getting a leg up on its competition." (Footwear News)
Pink Dolphin designers, Cena Barhagi and Neima Khalia, drew inspiration from the deep sea for the first PUMA x PINK DOLPHIN capsule. The contrast of colors found in the ocean’s ecosystem—hues of blue, pink and aqua—radiate throughout the collection that includes jerseys, tees, shorts and premium iterations of the iconic PUMA Suede.
Partnered with Footaction, this capsule’s lead retailer, to host a pinnacle launch event at the rooftop of Los Angeles’ The Hollywood Roosevelt hotel. Influencers, media and VIP were invited for a first look of products and a celebration with PUMA and Pink Dolphin.
Leveraged entertainment assets Lil Yachty and Rotimi in the campaign’s creative artwork to further drive anticipation, consumer connectivity and authentic storytelling.
Coverage from notable media outlets including Highsnobiety, Hypebeast, Freshness Mag, Hypetrak, Sneaker News generated over 25 million organic impressions. A well-synchronized combination of social media, press outreach and custom in-store merchandising delivered strong sell-through across all channels including lead retailer Footaction.
"Footaction, celebrated the highly anticipated release of the Puma and Pink Dolphin collection, during a private launch party at the Hollywood Roosevelt Hotel, celebrating something special with Pink Dolphin designers, Cena Barhaghi and Neima Khaila." (Stupid Dope)
The Swan Pack collection was inspired by self-expression, delicate strength and grace of New York City Ballet dancers. This cross-category package of streetwear and performance apparel, footwear and accessories seamlessly combines stylish and technical features through iridescent patterns, black sheer fabrics, laser-cut laces and 3D-printed Kurim materials.
Partnered with SIX:02 to amplify the Swan Pack in the global marketplace. The launch commenced with an experiential PR event hosted by dancers Olivia Boisson and Mimi Staker at the David H. Koch Theater at Lincoln Center, home of New York City Ballet. Media, retail and VIP partners were immersed in a barre class, product unveiling, ballet performance and backstage tour.
Coordinated a fashion show at Foot Locker, Inc’s Times Square flagship. On this world stage, twelve New York City Ballet dancers showcased twenty-four looks through a fusion of Swan Lake and modern choreography and music. Across SIX:02’s social channels alone, this moment generated a quarter million impressions.
Integrated in-store and digital creative artwork featured New York City Ballet dancers as well as brand ambassador Kylie Jenner to bring combination of authenticity and recognition respectively. Additional program support included social media contest, product seeding, look book, paid media, email blasts and shop-in-shop merchandising.
Photos: SIX:02, PUMA
Usain Bolt perfectly embodies PUMA’s “Forever Faster” mantra. Since joining PUMA for the 2008 Beijing Olympics, Bolt has had an unequalled career on the track as an eight-time Olympic and eleven-time world champion. Built for the world’s fastest man and everyday runners the IGNITE Dual performance shoe blends the best of both worlds: flexible and supportive as well as lightweight and powerful.
Partnered with Eastbay for PUMA’s first-ever cover placement on its catalog. Eastbay’s catalog is a status symbol among high school and club athletes. It says you’re at the top of your game by looking for the best of the best pro-grade gear and casual styles. Usain Bolt sported PUMA’s newest performance and lifestyle looks. He arrived in 2.8 million homes mid-July during prime back-to-school season and the Rio 2016 Summer Olympics.
Coordinated Bolt’s photo shoot for Eastbay at University of Southern California’s Cromwell Track and Field. Eastbay also captured content including video interviews, b-roll footage and voice clips to leverage on digital channels including social media, blog, paid media and eCommerce.
“‘Go into a race with confidence and know you’re going to do it, because if you don’t look at it that way, you’re already defeated.’” (Eastbay)
PUMA’s most iconic silhouette, the Suede, is worn by many including Jadeveon Clowney, Houston Texans outside linebacker. Since its birth in 1968, the Suede quickly carved its place in history including the Olympics in ’68, basketball courts in the 70s and hip-hop breakdancing streets in the 80s. Today, the Suede remains a classic style.
Partnered with Champs Sports to launch two fresh versions of the Suede with a Clowney in-store appearance where he shared his passion for sport and style with fans. The Suede Ice Mix featuring iced marble outsoles and the Suede Mid Emboss featuring a high-top silhouette with embossed upper materials.
Champs Sports amplified the meet-and-greet by creating content with Clowney distributed on its digital channels. In addition to an #AskClowney social giveaway, Champs Sports captured a series of Instagram videos of Clowney’s picks on classic styles, foods and moments and a long-form video interview for its blog.
Pink Dolphin’s second collaboration with PUMA extends from the first PUMA x PINK DOLPHIN capsule, which drew inspiration from the deep sea. This fall product drop fuses the hues and colors of the ocean into a new assortment of hoodies, tees, shorts and the PUMA Suede Mid and Blaze Of Glory shoe silhouettes.
Partnered with Footaction, this capsule’s lead retailer, to entertain a private dinner in New York City for VIP media and influencers hosted by Pink Dolphin designers, Cena Barhagi and Neima Khalia. The night was filled with conversations about the collection’s inspiration, design process, partnership with PUMA as well as shared interests and sneaker culture. Guests were gifted with pieces from the collection as a thank you for celebrating the product launch with Footaction, Pink Dolphin and PUMA.
Attendance and coverage included notable hip-hop and fashion outlets such as Footwear News, Esquire, Vibe, Complex, XXL, Baller Status and Revolt.
“Standout streetwear label Pink Dolphin has worked with brands to release sought-after collabs on iconic silhouettes. Its latest work with Puma is no different.” (Footwear News)
safeTstep is a slip-resistant shoe brand that helps restaurant and food service operators execute their business without the worry of slips, trips and falls. Designed exclusively by and only available at Payless ShoeSource, safeTstep is a competitively convenient and affordable option. Along with safety, every pair also provides premium comfort, breathability and water-resistance.
Directed overall marketing strategy and execution for both retail and B2B channels including in-store POP, direct mail, print advertising and paid media. Supported sales team with tailored promotional materials for key and emerging clients such as McDonald’s, Burger King and YUM! Brands, Inc.
Oversaw the brand revamp including new logo, packaging, photography guidelines and branding artwork. Refreshed the direct mail program including the launch of a new larger premium format. Created a new modular trade show booth to be used at hundreds of trade exhibitions nationally.
Awarded the company-recognized “Award In Excellence” for growing safeTstep category by 16.4% to a $117.7 million business in 2013.
Photos: Payless ShoeSource
Disney’s Frozen took over the world by winter storm with its film release in 2013. Quickly following, the Frozen phenomenon exploded with girls (and boys) constantly singing the movie’s hit song Let It Go at the top of their lungs. To complete girls’ Frozen-themed outfits, Payless ShoeSource released an assortment of Frozen footwear and accessories including rain boots, sandals, backpacks, umbrellas and hair braids.
Partnered with Disney to develop a marketing plan with strong drive to retail. Promotional support included in-store displays, Payless.com takeover, social media, email blasts and direct mail. Exclusive gifts with purchase only available at Payless included tote bags featuring princesses Elsa and Anna as well as song download cards.
Awarded the company-recognized “Award In Excellence” for driving $18.6 million sales and 1.3 million units of Disney’s Frozen products in Q3 and Q4 of 2014.
Designed multi-format music designs for The Naked and Famous, an indie electronic band from Auckland, New Zealand. Project objectives included concept development and integration of type and image. Effectively established a visual theme with strong color and typographic design. Software used: Adobe InDesign. Deliverables: CD front cover, web rectangle and web leaderboard. Academic project.
Designed brand marks for Fresca, a healthy fast food restaurant. Project objectives included concept development and typographic design. Effectively used color and typography to create a simple, elegant look and feel. Software used: Adobe Illustrator. Deliverables: logo design and micro mark. Academic project.
Designed a Lemonhead candy advertisement for the college demographic on RateMyProfessors.com. Project objectives included concept development, image selection and reproduction, layout design and copywriting. Effectively used white space to integrate type and image to optimize for web viewing. Software used: Adobe Photoshop and Illustrator. Deliverables: web rectangle and web leaderboard. Academic project.