CASE STUDIES
SMITH – Strategy | Brand Development | Advertising
The Experience Is Everything was a regional growth campaign designed to acquire new customers in the U.S. Southeast—markets selected for high sun exposure and strong on- and near-water usage, where Smith's proprietary lens technology, ChromaPop was most beneficial.
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The strategy combined purpose-built creative with a full-funnel mix: digital acquisition (search and YouTube), community and retail events, and targeted PR to drive local relevance and in-store demand.
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The objective was simple: grow market share and accelerate retail sell-through. To track impact, I partnered with Leisure Trends to build a custom dashboard measuring monthly brand and product share gains alongside retailer sell-through performance. The result was consistent momentum, delivering sustained market share growth and a +2% month-over-month lift in retail sell-through.
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DUER – Strategy | Advertising | Brand Campaign
Do What’s Comfortable was a brand campaign designed to differentiate DUER in a crowded athleisure market dominated by bigger budgets and louder voices. Rather than mimic aspirational lifestyle brands, the campaign leaned into DUER’s underdog position—challenging the unrealistic narratives common in category advertising and reframing comfort as a strength, not a compromise.
The work strengthened DUER’s identity at the intersection of comfort and performance, brought to life through a fast, ambitious production shot across 29 locations in three days. The campaign launched as a seasonal moment and quickly evolved into an always-on platform, anchoring connected TV and Meta, and extending across owned retail, wholesale partners, and ecommerce.
The impact was immediate and durable: more than 25M impressions, 3x engagement across CTV and Meta, and over $1.2M in earned media value from non-endemic outlets. More importantly, the campaign gave DUER a distinct voice in the category—one rooted in real life, not unrealistic expectations—supporting both brand lift and sustained revenue growth.
SAXX – Strategy | Advertising | Experiential
The BallPark Pouch™ global launch was designed to turn SAXX’s proprietary underwear technology into a clear, distinct advantage. We activated select test markets across North America and Europe, using customer data and market insights to identify where awareness, demand, and scale opportunity intersected.
The campaign paired high-impact video with integrated DTC and retail marketing, supported by focused community seeding and localized media. Each market functioned as a controlled test to validate media mix, messaging, and scalability.
The result: markets with 10–20% brand awareness delivered a consistent 3:1 ROAS, sub-$30 CPA in North America, and sustained lifts in traffic, transactions, and retail sell-through. Insights from the six-month, $1M campaign directly informed regional scaling strategy and the annual sales budget.
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