Case Studies
A few samples of some work I’ve done from 2021 - 2023. If you like this stuff you should see the ideas that got killed 😏.
2023 || The New Vanguard x WNDR:
Creatives of Color
Challenge: Increase awareness of WNDR Museum Chicago amongst local residents
Insight: Amplify the experience of museums by transforming our relationship with art & representation of artists
Idea: A year-long installation at WNDR Museum Chicago featuring four artists from The New Vanguard roster, Nikko Washington, Alex Carter, Tubs, and Crowezilla.
Results: Secured coverage in Chicago Tribune, FOX, and Chicago Sun-Times 11M+ Impressions // $100K+ in publicity value
2023 || The New Vanguard x Brown Forman:
Legacy of Now
Challenge: Establish long-term connections with the creative community of Chicago
Insight: Your legacy isn’t something you leave behind, it’s an active practice you build towards every day.
Idea: A content & community engagement series that centers the artist’s current works, while inviting the community to commune, celebrate, and give back.
Results: 52% event participation / 70k social reach across artist content
2023 || The New Vanguard x Jack Daniels:
Classic Remix & Grant Program
Challenge: Connect with multicultural streetwear enthusiasts by cementing Jack Daniels's connection to fashion culture
Insight: Amplify the experience of museums by transforming our relationship with art & representation of artists
Idea: Small batch fashion goods, created by next-generation designers with 100% of matching sales up to a $100k grant program for the emerging designer community.
Results: 25M Impressions / 2.4M program post engagements
2022 || Cashmere Agency x Danone:
Swap It With Silk
Challenge: Help the Silk portfolio better connect with multicultural audiences by driving taste recognition and leadership in the plant-based dairy category.
Insight: Win on Taste by Owning Flavor. People of color embrace flavors as a part of their culture, but plant-based food is not known as being flavor-forward. Fortunately, Silk products are rich in taste, so our audience never has to compromise.
Idea: #SwapItWithSilk a social-driven taste challenge featuring Kelly Rowland, two BIPOC-owned small businesses and nine content creators who created their best #SwapItWithSilk creations while PR, paid media amplified their delicious dairy-free content.
Results: 665M Impressions / 100% positive or neutral sentiment
2021 || MullenLowe x Credit Karma
Create Your Own Karma
Challenge: Credit Karma was known for free score updates, but now they added more financial tech & banking services that they wanted people to know about.
Insight: It’s me vs. me, not me vs. the institution. Our audience doesn’t experience enough financial success as their peers which created a deep financial insecurity that stops them from engaging with any support / resources.
Strategy: Provide a confidence boost for our audience to know they have what it takes to make financial progress.
Idea: Create Your Own Karma - a campaign that affirms the efforts of our audience and shows them that with Credit Karma, they have what it takes to not just get by financially, but actually get ahead.
Results: Increased adoptions of new services by 10.6M users (worth + $508M in value for CK), grew consideration +8ppts, and increased perceptions of just being a credit score app to a “money app” by +8ppt
Awards: 2023 Effie Award Winner, Bronze