In a crowded holiday advertising market, Organic Valley needed to find a way to make it their own - literally. Enter: “Butter Season.” The campaign was originally so successful that Organic Valley ran out of butter…which stopped the campaign. People get angry if you try to sell them butter that isn’t actually available in-stores.

So when the holiday season rolled around a year later, we brought Butter Season back with a (nearly) 360 campaign. The campaign strategy focused on the funny, quirky behaviors and oft-hidden moments of bakers, thus: “Bake Like No One’s Watching.”

For this project, I was both Producer and Account - managing the internal team of creatives, strategy, and data analysts, producing the various components of the project and daily client communications.

We shot original photos and a series of videos to roll out as a social campaign across Instagram, Twitter and Youtube, featuring #butterseason.

Media placements were procured with Food52 and Saveur. Featuring banner ad placements on the sites, custom content and a recipe contest.

We partnered with Food Influencers (@yossyarefi, @hummingbirdhigh, @elizabethcauvel, @tifforelie, @posiehh) to create custom recipes using Organic Valley products, posted on the content creators channels as well as cross-posted on Organic Valleys'.

A final surprise & delight component of the campaign was executed to foster community engagement and celebrate the devoted followers and fans of Organic Valley. This took form in the shape of custom printed aprons, notes and product gifts as well as digital specific awards for the Golden Baking Sheet and Butter Season Winner for tagged recipes and content generated through the social media hashtag #butterseason.

Milk Makeup collaborated with newly launched men’s grooming site, Very Good Light, to create a video piece that explores gender, individuality and self-expression. From the beginning Milk Makeup’s products were developed and created for all genders and the newly launched Blur Stick, a colorless pore blurring primer, was a perfect example of this intention.

The campaign entailed photo and video content to be released on Milk Makeup and Very Good Light’s websites and social media as well as interviews and a story on VGL’s platform.

The campaign launched with press in 10+ publications and a feature on Refinery29’s channel in the Snapchat Discover Feed. Ultimately garnering over 50 million impressions across digital outlets and 100,00+ organic views on Youtube. The campaign garnered an Earned Media Value of over 2x the production costs and won a Refinery29 2015 Beauty Innovator Award

In this project, I functioned as the internal creative project manager, managing the creative development and liason-ing between the creative and marketing departments to communicate the project objective, output and timeline. As this was a project initiated from the Creative Department, I was also responsible for finding money with the global budget to make the project happen. I created the budget, schedule and managed logistics for the overall production while functioning as the line producer, on-set producer/AD and post-producer for the video content and managed an additional photo producer to oversee the portrait shoot.

Press:
Very Good Light
Glamour
Refinery29
Allure
NYLON
Bustle
High Snobiety
OUT
Femestella
Brit+Co
Mic
Byrdie
Strut
Yahoo
Fashion Network

We pitched and won working with Dannon Oikos as their Digital Agency of Record. I went on to produce the account; managing the agency team of creatives, designers, strategists, community managers, analysts. I functioned as the creative project manager, producer and account, being the main point of contact for daily client communications.

As a part of the work, we developed a new campaign tagline, logo and lockup as well as creating a brand style guide based on the changes. The brand focus was on paid media and primarily on social channels. We executed evergreen content and various campaigns.

As the Official Yogurt of the NFL, we leveraged their position and partnerships (Cam Newton of the Carolina Panthers) to create topical content moments throughout the NFL season. The highlights of these moments included shooting a video at the NFL Draft and executing a live social activation during the Super Bowl.