projects
& campaigns
SOLO RFP PROJECT: HELPING AN AGENCY STAND OUT IN THE METAVERSE
The RFP process is fiercely competitive, demanding extensive effort and innovative thinking to truly make an impact. In December 2021, our agency seized an opportunity to secure a contract with Roblox, a titan in the gaming industry. Tasked by agency executives, I embarked on a mission to establish our virtual presence within the metaverse, aiming to gain a creative advantage. With a mere 48 hours at my disposal, the pressure was on to deliver a memorable impression.
Drawing upon countless hours of online tutorials and courses, I swiftly honed my coding abilities, empowering myself to breathe life into our virtual headquarters. From the inviting lobby on the first floor to the functional offices on the second, and the state-of-the-art conference room on the third, every aspect was meticulously crafted to perfection.
Personalization was key; our agency's logo adorned signs and computers, while working TVs streamed the latest news. Desks were decked out with accessories reflecting the diverse personalities and hobbies of my colleagues. The conference rooms were equipped with functioning projectors, showcasing our impressive case studies. And atop it all, the top-floor break room beckoned with promises of pizza parties and vibrant balloons.
In just 48 hours, I transformed a virtual concept into a tangible manifestation of our agency's creativity and professionalism, poised to make a splash in the competitive landscape of the RFP process. My demonstrated ability to learn new skills quickly, adapt to tasks outside my expertise, and devote personal time to professional growth, coupled with my reliability and capacity to work efficiently under pressure, have been instrumental in achieving success in this project and beyond.
Propelling Red Robin Into the CulturE Zeitgeist with "The Burgertini"
On October 17, 2023, Headstand launched the Burgertini – a juiced-up martini using Red Robin’s gourmet burger juice and Signature Seasoning Salt – with a playful yet elevated instructional video led by Vanderpump Rules star Ariana Madix. Ariana shared step-by-step how to create the trendy cocktail in a viral-ready piece of content deployed across both her and Red Robin's Instagram and TikTok pages.
After conducting outreach to over 450 reporters at approximately 127 publications spanning entertainment, food & beverage, general consumer, national morning and late-night broadcast, late-night comedy and more, our PR team secured roughly 54 placements through earned and syndicated coverage, equating to a total of 1,844,859,626 impressions.
Overall, the client was happy with the success on the campaign — and Jimmy Fallon loved every sip!
Implementing a 360 Creator-Centered Approach that Drives Unprecedented Results
FIRST® is a global nonprofit serving over 3M children worldwide through hands-on robotics education and annual competitions called "Championships". For FIRST Championship 2023, our agency wanted to create a more personalized approach that would drive new audiences to the FIRST website and grow further lead generation.
We accomplished this through a 360 creator-centered approach by:
Meeting audiences where they were through utilizing well-known influencers and celebrities as spokespeople to deliver messages about the power of FIRST programs and how these are made possible through sponsors like Qualcomm and BAE Systems
Qualcomm: Xochitl Gomez was engaged to promote the FIRST 2024 season reveal presented by Qualcomm through paid content and a Teen Vogue article
BAE Systems: Darrion was engaged to promote FIRST 2023 Championship sponsored by BAE Systems through dark-posted Instagram and TikTok content
The two creator partnerships were successful in bringing new audiences to FIRST with over 2.5M collective views on Xochitl and Darrion's social content and over 3.5M impressions on the two paid articles through Teen Vogue. It additionally drove unprecedented new team sign-ups and grew FIRST page viewership.
Introducing "Ridiculously Good" Plant-Based Chicken to the U.S. Market
Next Gen Foods, the innovative force behind TiNDLE, a 'ridiculously good' plant-based chicken, turned to Headstand to spearhead its U.S. market entry. We orchestrated a series of high-impact initiatives including exclusive tastings with celebrity chefs Andrew Zimmern and Rocco Dispirito, to captivate top-tier media through personalized tasting sessions, including one-on-one engagements with the CEO in a bespoke kitchen setting, fostering direct connections with key media.
This approach set the stage for TiNDLE's official U.S. launch in February 2022, coinciding with a monumental $100 million Series A funding round. We executed a dual-pronged media strategy, leveraging TiNDLE's financial prowess to stand out in the market while offering unique tasting experiences in NYC, Miami and Chicago. Despite challenges like the emergence of the COVID Omicron variant, we remained agile, orchestrating personalized deliveries via branded food trucks to key reporters.
The results were staggering. TiNDLE's U.S. debut garnered an impressive 343 million impressions and secured coveted coverage in prestigious publications such as Forbes and INSIDER. Through a blend of culinary artistry and strategic brilliance, Next Gen Foods and Headstand not only introduced a groundbreaking product but also redefined the landscape of plant-based cuisine, establishing TiNDLE as a formidable contender in the world's most competitive market
a juicier ERA for a nostalgic BURGER brand
In October 2023, our team spearheaded an iconic collaboration between Red Robin and Juicy Couture, launching The Juicier Collection to celebrate Red Robin's new flavorful burgers. This exclusive limited-edition line debuted on Red Robin's Instagram Shop on February 1, offering sizes from small to 3X at $169.
Working closely with Juicy Couture, our campaign embraced three core strategies: earned media, earned influencers and paid influencers. We executed a comprehensive media outreach plan, sending out mailers and pitching to over 500 national journalists across various industries. This effort resulted in extensive coverage, securing features in top-tier publications such as Nylon, Refinery29, USA Today, and Foodbeast, generating over 420M impressions.
Simultaneously, we partnered with hosts of the “Girls on The Go” podcast, @daniellecarolan and @brookemiccio, for an earned influencer campaign that garnered over 5M social media impressions. This collaboration not only drove engagement on Red Robin's Instagram and TikTok channels but also highlighted the effectiveness of our approach. Additionally, our proactive engagement with influencers through tailored mailers further contributed to the campaign's success, showcasing our ability to leverage diverse channels and partnerships for exceptional results.
Throughout the project, we faced various challenges, including navigating changing launch dates and the evolving media landscape. However, our proactive approach, coupled with ongoing client communication, enabled us to overcome these hurdles effectively. By remaining nimble and proactive, we delivered impactful results, solidifying our reputation for adaptability and effectiveness in executing high-stakes collaborations.
highlighting a primetime QB’s INVESTMENT in a growing startup
Headstand orchestrated a strategic campaign for the launch of Oxefit’s XS1 machine, leveraging Dak Prescott’s influential role as an investor and user of the company’s advanced fitness technology.
The campaign strategically positioned XS1 as the first direct-to-consumer fitness product offering professional-grade training capabilities and integrating both cardio and strength components. Dak Prescott’s endorsements highlighted XS1’s ability to deliver personalized workouts comparable to those of professional athletes, reinforcing its appeal to fitness enthusiasts.
Our targeted approach ensured widespread visibility and engagement, generating 26,503,113 paid impressions through a nationally distributed press release and an impressive 84,928,662 earned impressions through 1:1 product demos and interviews between Dak and cultural, celebrity and sports publications— some of which included Sports Illustrated, INSIDER, TechCrunch and others.
This not only elevated OxeFit’s brand presence but firmly established the XS1 as a pioneering force in the home fitness market, underlining our expertise in executing impactful product launches.
