BEST
OF
SOCIAL
SOCIAL
ECOSYSTEMS
Designed to live in social
Launching a social first wine brand for multicultural Zillennials
The "Product of Sunshine" social campaign for Ruffino Lumina disrupted wine category norms by celebrating Zillennial women who enjoy sweet wines. Highlighting their tastes and radiant energy, the campaign ran on Instagram and Facebook, empowering them to embrace their preferences. It extended into organic reach through influencer activations and a sweepstakes partnership with Tajin.
Product of Sunshine
Social Ecosystem
#feedgoals
Reinvigorating
noosa Yoghurt for
social-first millennials
Calling all Sheilas and Blokes! Our task on noosa was to showcase a superior way for millennials to enjoy morning yogurt, elevating noosa beyond the typical functional focus on fewer calories or more protein.
We highlighted noosa's Aussie origins and full-on, never-skimming approach, branding it as synonymous with a rich, indulgent experience. The upside down "Full on Tasty Yoghurt" campaign was social-first and was designed to stop the thumb, prompting users to slow their scroll and purchase.
Since launch in 2023 this has been a turnaround story, from stagnant sales to outpacing the category in both dollar and units.
Flavour From Down Under
Social Ecosystem
Making Every Day Delicious (on social)
Rao’s has always thrived on word-of-mouth, so we developed a social-first brand ecosystem to amplify this organic buzz and work across TikTok and Meta. Since partnering with the brand in 2019, we've executed paid advertising through evergreen social campaigns, targeting new audiences and highlighting product truths. These campaigns have consistently boosted brand awareness and sales volume, propelling Rao’s Homemade from the #6 to #1 sauce brand by increasing household penetration.
Rao’s Homemade
Social Ecosystem
INFLUENCER
LED
ACTIVATIONS
March Madness
Tournament Challenge
ESPN Tournament Challenge for March Madness is so easy and so fun to play, that A. anyone can play and B. anyone can have a good time doing it.
Doesn’t matter if you’re an expert or if you call three pointers touchbacks. So we got to work, creating a cast of the most unlikely bracket-eers we could. Like a mom hiding in the bathroom, a cat connoisseur who only picks cat themed teams, a desk tchotchke and a lazy teenager. And to prove that truly anyone can bracket, during the tournament we pitted their brackets on social against ESPN influencers, a sitting president, and the bachelor.
YES,
SERIOUSLY
Throughout the tournament we used ESPN social channels to keep people
up-to-date on how each bracket was doing with leaderboards.
The campaign broke ESPN’s all time bracket record for Men’s and Women’s Tournament.
Yay.
Activating influencers to build hype & style
Sorel, your favorite snow boot company, needed to reposition themselves as a year-round fashion brand that could deliver both style and function to a new, modern audience. We identified a select group of influencers from leading fashion sources — The Cut, Who What Wear, Hypebae, and Complex — to style Sorel’s new line of footwear through TikTok and Insta and drive traffic to a local pop up where attendees could get styled IRL.
Creating Culture
NBA 2K was gearing up to launch 2K19 with The King, Lebron James, on the cover, but gamers weren’t excited about the game’s slight dev updates year over year. Without significant dev updates, we knew we had to generate social and cultural buzz to get fans excited.
With digital meme art as our inspiration, we blew up the dusty, traditional athlete cover art, and engaged The King to create a custom cover based on his life, his story, his words. Next, we created the first ever non-athlete version of the cover with Travis Scott, and dropped it at ComplexCon. We then delivered key cover art assets to creator communities, promoted influencers to share, and sparked their engagement with paid storytelling assets, before asking fans to follow suit, and make it their own.
In the end, we turned decades of static cover images into viral meme art; and generated the highest grossing sports video game of all time.
MORE WORK
Evolution Fresh
ESPN
Tops
Rao’s Homemade
Rao’s Homemade
