EAGLES x DRWC CAMPAIGN
Brand: Eagles & Delaware River Waterfront Corporation
Role: Individual Project
Idea: Leverage the Eagles' playoff run to drive WinterFest attendance by turning the waterfront into the go-to destination for Philly fans to watch, celebrate, and experience the season together.
Execution: A multi-week social campaign running from one week before playoffs through the Super Bowl, built around three collab events: Eagles Storytime & Skate with Swoop, Eagles WinterFest Weekend, and a Bring a Jersey Meet & Greet. Content was mapped across Instagram, TikTok, and Facebook using a mix of WinterFest experience content, playoff hype posts, and influencer partnerships with local Philly creators. KPIs targeted a 30% engagement increase across platforms and a 20% year-over-year boost in January attendance.
SIMPLY POP CAMPAIGN
Brand: Simply Pop
Role: Strategist
Idea: Break Simply Pop into the crowded prebiotic soda market by positioning it as the fun, better-for-you alternative, leaning into its trusted juice roots and the proposition: all the flavor, none of the guilt.
Execution: A campaign targeting health and guilt-conscious Gen Z and Millennials, built around the Kardashian-Jenner family as the anchor talent. Execution spanned three touchpoints: a short-form social ad with Kourtney Kardashian showcasing Simply Pop as part of her wellness routine, a Kendall Jenner-led branded pop-up truck in SoHo designed to drive UGC and organic buzz, and a video ad following both from everyday life to social settings to show how Simply Pop fits any moment. The campaign leaned into influencer credibility, aspirational lifestyle content, and a refreshing tone that avoided clinical health messaging.
NOBLE CELLAR CAMPAIGN
Brand: Noble Cellar
Role: Strategist
Idea: Noble Cellar had strong recognition among existing customers but virtually no awareness among younger Syracuse audiences. The opportunity was clear: position it as the go-to celebration destination for college students and sororities by tapping into the insight that foodies return to places tied to memorable moments.
Execution: A three-month social-first strategy targeting 18–24 year old females at Syracuse University, built around two core recommendations. The first was a points-based loyalty program rewarding repeat visits and social media engagement with exclusive perks and private events. The second was a "Celebration Destination" push targeting sororities, clubs, and organizations, framing Noble Cellar as the place for formals, date nights, and graduations. Media was concentrated on micro-influencer partnerships and campus sorority networks, with paid social on Instagram and TikTok. KPIs targeted a 30% increase in social awareness, 15% follower growth, and a 5% average engagement rate over 90 days.