case studies.
Barefoot Wine X OREO THINS
2022 In-House Excellence Award Winner for Significant Results
Awarded for the most compelling work showing excellence in the areas of creativity, strategy, and results.
Hype Reel
Launch Video
Social media photography
Landing page & email examples
Project Summary.
In an effort to build buzz and cultural relevance via partnership with a fun, playful brand, Barefoot Wine teamed up with OREO THINS. They decided to build an unexpectedly delicious partnership with a perfectly unexpected LTO drop of an OREO THINS inspired wine.
The target audience was millennials who had enough of the cookie cutter approach to adulting, 25-38, skewing female, pop-culture engagers. These consumers remember the playful, nostalgic ritual of pairing OREOS & milk fondly. America’s favorite wine (Barefoot) teamed up with wine’s favorite cookie (OREO THINS ) to remix and update that playful ritual for adults who grew up with it!
Outcome.
The NY POST called us a “….Willy Wonka-evoking wine…” , USA TODAY said “For years, Oreo has called itself “milk’s favorite cookie.” Now it's aiming for a different glass…” and Gail on Facebook said “Not a red wine fan – but I LOVE oreo thins…might convert me with this Barefoot”.
From an Earned Media perspective, we got 71 placements equating to 24.9MM daily impressions (469MM monthly impressions). We got in top-tier publications like USA Today, New York Post, Yahoo Finance and Thrillist with additional coverage expected before the sell date of 12/9 from Elite Daily, Popsugar, Food & Wine, TODAY.com and PEOPLE.
In the first 24 hours.
From a social media perspective, the OREO Facebook post performed extremely well, generating 980K+ total impressions (66% above channel avgs) and 11K+ total engagements (225% above channel avgs). For Barefoot on IG, we drove 4,540 views, 531 likes and 116 comments which beats almost all of our content performance.
From a web perspective, we drove 13,572 web views to the Barefoot x OREO THINS landing page with 3,205 email opt-ins (& we only have 2,800 Barefoot x OREO THINS carriers to sell) for an opt-in rate of 24%! That made Barefoot x OREO THINS the #1 page on our website the day before launch with 59% of all total web views and 64% of all new user web views! That means Barefoot x OREO THINS drove 1.7X the views of all other Barefoot web pages combined and 5X more views of the holiday sweeps web page.
My role in the project.
I was brought on as Creative Director to oversee the digital, web and PR assets. The packaging had been designed, and we were charged with bringing the partnership to life online. We utilized stop-motion animation to make it fun, evoke nostalgia and meet our tight timelines.
Assets created.
Hype reel and landing page, emails and social posts
Drop video, landing pages, product page, emails, social posts, pairings, blogs
Post-purchase journey emails
Challenges & constraints.
This project had a short timeline and involved an incredible number of people—design, photo, video, CGI, brand, operations, winemaking, legal, and the OREO team. We had to think fast, move faster and deliver incredible work, mission accomplished!
Robert Mondavi Winery Video
Driving sales through brand repositioning.
Who: Robert Mondavi Winery
What: Brand repositioning video: strategy, approach, storytelling, creative direction
Result: Helped lift brand sales by 15%
Project summary.
The RMW brand team was undergoing a product refresh in order to justify a higher price point after years of erosion. They needed a video to show sales staff and distributors just how special this iconic brand is. We crafted a beautiful video that tells the story of the brand, how important it is to the Napa Valley and a reminder of the high quality of the product. They wanted goosebumps, we got them—a few tears too.
Outcome.
Combined with a packaging refresh and new POS, this video helped sales and distribution understand why the price increase needed to happen. Sales were lifted by 15%.
Users and needs.
B2B: Internal sales staff and external distribution partners.
Robert Mondavi winery is a pinnacle of Napa Valley winemaking history. They are situated on one of the finest vineyards in California, and can demand a high price for the grapes grown there and the wine made from it. The price of the wine had been eroded over the years, and needed to be refreshed in order to stay profitable. Brand marketing and winemaking knew how good the product was, and what kind of price it should be commanding. Convincing sales staff and distributors was another matter.
We were charged with creating a video that “gave them goosebumps”, really got across how special this brand was—the history, the vineyards and the product. As an internal team, we already knew a lot about the history of the brand, but we dug in deeper with the brand team, winemakers, and long time employees of the winery. We found such a storied past, so many characters, and so much love to bring forward.
The resulting video was incredibly well received. Brand marketing didn’t just get goosebumps, they got a bit teary too! And just as important, we were able to help internal sales staff and external distribution partners understand why the price increase was necessary.
My role in the project.
Collaborating with my creative team, we pulled out key pieces of the storied history of the brand and crafted an approach. I helped coordinate key players, production schedule, and creative direction on and off set.
Challenges & constraints.
As usual, time and budgets were tight. Coordinating key contributors travel schedules was also an issue. We planned out our days at the winery well, got all of the footage we needed and then some, and crafted a strong story.
FRAME San Francisco Website
Enabling appointment booking for small business during pandemic.
Who: FRAME SF Custom Framing
What: New website: design, implementation, UI/UX
Result: 731 unique bookings in 7 months, allowing business to boom while staying open and safe
Project summary.
In order to stay open during the pandemic, this small business needed to create a website with an online booking platform to control the number of people in the store. I designed and implemented a business website that showcases their work and allows customers to book appointments, allowing them to stay in business and stay healthy and safe. They had 731 unique bookings in the first seven months of the site being operational, and business is booming.
Outcome.
A small business booms despite the pandemic downturn.
My role in the project.
I designed and implemented this site in Wix, a platform that allowed the business owner to go in and make changes as he needed to, and to manage his bookings easily. The owner has a long history of being in punk bands and a part of the punk culture, so the site reflects that in its aesthetics, while staying professional.
Woodbridge paid media campaign—Pinterest
Project Summary.
Making wine consumers on Pinterest aware of Woodbridge.
Woodbridge has a very strong, loyal Facebook community, but wine consumers on Pinterest were not as aware of the brand. We knew from Facebook data that Woodbridge consumers liked recipes that included wine. But they have to be simple—no more than 5 ingredients, and nothing that couldn’t be found in your standard grocery across the country. We needed to come up with recipes and photography for a paid media campaign that were “Pinterest worthy”, simple, compelling, and would create brand awareness.
Outcome.
After the 3-week paid media campaign, user polls showed an 11% increase in brand awareness by selected consumers on the platform.
My role in the project.
As the Creative Director, I collaborated with my creative team, the Woodbridge brand team and our Pinterest account manager to create an approach and strategy that would work on the specific platform and with what we knew about the typical Woodbridge consumer. I sourced the props, while working with my photographer and art director on production logistics. We brought in a food stylist in order to make sure the food was perfect. A designer on my team created the ads for Pinterest using our photography.
Challenges & constraints.
We had a small team and a small budget. We chose a studio that would serve our needs and used in-house equipment. Planning out the logistics of the shoot day-by-day helped to streamline our process. We had to switch food stylists due to availability, and ensure that the style we were working towards was consistent. In the end, we created a graphic approach to the ingredient photography, and kept the finished dish shots simple, approachable, and delicious looking.
SAVED Wines—Collections Campaign
Giving a brand compelling marketing photography.
Who: SAVED Wines
What: Marketing photography campaign: Creative direction, strategy, storytelling, styling
Result: Photography campaign used across marketing channels
Project summary.
SAVED Wines is a collaboration with famed tattoo artist Scott Campbell. The brand has an edgy feel—hip and stylish. The brand marketing team needed photography for all of their activation efforts—website, POS, advertising. They engaged us with the challenge to come up with a campaign idea that was different, that really fit the brand.
Outcome.
We were able, in a two-day shoot, to provide the brand with unique photography that was on-brand and they could use across all marketing activation channels.
My role in the project.
As the Creative Director, I collaborated with my creative team to create a concept for photography that was interesting, unique to the brand and flexible in use-case. I drew up the treatment, helped source the location, did all of the prop shopping, styling, and creative direction on set.
Challenges & constraints.
As usual, budgets and time were tight. Being a flea market junkie, I was able to ‘source’ many props from my own home. The brand marketing team stepped up and were our models in the shoot. We sourced a location that had multiple spots to create vignettes that fit our concept. This was a true collaboration and the end results were exactly what the brand needed.
