Developed this program from the ground up by connecting cross-channel teams both at the agency and at Kimberly-Clark. Started in Canada and has since expanded globally. Drove highest sales lift in brand history.
Award wins: Effies, Cassies, Strategy awards, Marketing awards, and more.
A 360 marketing campaign with a strong emphasis on social wherein we encouraged consumers to 'share care' with Kleenex. We created a social experiment, a series of hyper-targeted Facebook videos featuring real-people stories, influencer programs and more. Started in Canada and expanded globally.
Award wins: Canadian Marketing Awards, Cassies, Effies, Strategy award, and more.
Worked closely with creative team to strategically bring an insightful idea to life around the constant use of photo manipulation software to distort perceptions of female beauty. Aligned with Dove's Real Beauty campaign, the activation went on to generate huge PR and win countless creativity in advertising awards.
Through active social listening, we learned of an issue plaguing students of one of Canada's largest universities. A 'scandal' had erupted at Ryerson U after students learned that faculty washrooms were equipped with 2-ply toilet paper, while student washrooms had flimsy one ply. Cottonelle sprang into action and within 2 days of the scandal we had organized a stunt in which we delivered and distributed thousands of rolls of high quality Cottonelle TP to students. We created social content from the stunt that exceeded all brand benchmarks for engagement and drove huge earned buzz on a very tight budget.
Led creative strategy for the launch of new Perrier flavors. We partnered with a popular street artist to help bring the campaign to life by demonstrating how his colorful work is inspired by Perrier flavors. The campaign included online video, influencer activations, social participation, OOH, experiential activations and more.