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Gillette Styler Launch featuring Andre 3000, who was selected as a celebrity spokesman (along with Adrien Brody and Gael Garcia Bernal) due to his appeal to stylish male audiences worldwide. Andre3k's presence as a "Master Of Style" helped authenticate Gillette's first foray into styling products.

Strategic YouTube and social media placement helped to amplify traditional media and propel awareness. The launch effort resulted in a 30% lift in consumer trial favorability, as well as a significant positive shift in the perception of the Gillette brand compared to competitors in the men’s style/grooming space.

The "Face-Off" Challengefor Gillette's Fusion ProGlide was a web series hosted on Complex.com to introduce the Fusion ProGlide to urban males. The series was directed by Robert Townsend (Hollywood Shuffle) and featured popular comedian JB Smoove (Curb Your Enthusiasm) and other celebrity influencers. Consumers were surprised live and asked to shave a different body part with the razor to demonstrate and prove its efficacy. 

The five campaign webisodes were hugely successful, generating a 50% lift in positive awareness and preference for ProGlide. The webisodes averaged more than 200k views each and were the most completed videos on Gillette’s YouTube page and on Complex.com while they were featured.

Healthy Hair Is The Truth.

#Hairwisdom was a campaign marshaling the collective knowledge and expertise of the 4 primary haircare brands in the P&G “Hero Collection” - Pantene, Head & Shoulders, Aussie and Herbal Essences. Bound under the P&G My Black Is Beautiful initiative, this accumulated product knowledge, combined with real-life experience of consumers, was meant to create a hub/community/database where the mysteries of AA haircare could be unraveled for consumer benefit, guiding the consumer towards smart product choices within the P&G product portfolio and ultimately, beautiful healthy hair .

The Ford Flex Launch unleashed a new creature of the night.Ford chose an unusual target for their SUV crossover, urban dwellers who craved excitement and adventure and the space to fully enjoy it. Besides print, the Flex campaign also employed TV, radio and lone of the first social influencer campaigns to help inspire fiercely loyal users for the vehicle’s 10-year run. One of the most successful launches of the mid-2000s for the Ford Motor Company.

PNC went after a vibrant, diverse consumer, thirsty for knowledge about the best way to utilize their money. PNC positioned itself as a literal and figurative "Knowledge Bank" stocked with tools and advice to help their target prosper across both consumer and small business channels. The campaign stretched across OLV, print, digital and social and provided substantial growth in PNC's awareness and an increase in user enrollment since campaign introduction.

Nissan Pathfinder discovers that select consumers process design as function. Prevailing wisdom dictated that African Americans bought cars on the basis of style alone. Research found that these consumers perceived style as a strong indicator of function and performance.

Armed with this deeper knowledge, Nissan crafted more focused communication utilizing TV, print and digital that significantly enhanced Pathfinder in the consideration set of style-oriented AA’s.

Soft & Beautiful Skin Launch: Already a well-established hair brand, Soft & Beautiful made a daring foray into the skin category with a simple premise: What if your skin were so beautiful you didn’t need to wear anything? 

The launch was part of a successful mix of traditional media, including print and radio, that made S&B Skin the most successful launch outside of Soft & Beautiful's core business.

#GiveGreatness
Ifetayo, a non-profit youth academy for children of African descent located in Brooklyn required a campaign to encourage giving on their charity.gofundme page. The #GiveGreatness campaign leveraged all of their strengths as an organization; a transformative combination of arts instruction and rites-of-passage tutelage that deeply enriched the students who entered their doors since opening in 1985. It featured 4 layers; A video describing the effort, #giveforkwanzaa- a series of daily posts that celebrated the 7 daily principles during the season of Kwanzaa, #yourgift- featuring current students enjoying the benefit of charitable donations and a series of testimonials entitled #IfetayoBios that featured success stories of Ifetayo alumni. The campaign easily met their goal of 200k . Onward and upward!