t-sugars US brand launch
when a brand called raffinerie tirlemontoise wants to launch their luxury beet sugar products in the US, you use it as an excuse to tour their facilities in belgium go all in. we developed a ‘merican friendly name, new packaging, developed a shopper marketing strategy, built and launched a website, and worked with influenster to get the product into the hands of experience vivants (millennials). dwight schrute walked so t-sugars could fly.
covid-19 compliance: round one
spring 2020 found me in the familiar position of letting people know that REI co-op stores were closed- this time for a very different reason. rushing to cross the canadian border back into the US before it locked down (in retrospect, i wish i’d spent 2020 trapped in canada), armed with a laptop and a top-notch in-house print team, we made sure that you knew we weren’t letting you in. what are you doing trying to shop anyway? mask up and stay indoors.
the elf on the shelf elf pets launch
if you’ve ever tracked sentiment in a social media campaign, you know how depressing it can be. unless…your product is a stuffed reindeer. in 2013, the elf on the shelf launched elf pets. we decided to capitalize on everyone’s mom’s deep love of facebook by creating a series of youtube videos and promoting them with paid fb posts. over three weeks, we reached more than 700k views and an absolutely unheard of 100% positive sentiment. nothing has brought as much holiday joy to my heart as seeing 85k facebook fans happily agree on something. virginia, maybe there is a santa claus.
REI Co-op wants to know: what’s your but?
the holidays are over and nobody wants to see a retail store for several months at least. it’s #newyearnewme and we’re all ready to become our best selves. but…it’s cold outside. but i can’t jog in a snowdrift. but i hate running. so we asked: what’s your but? no more excuses- we’ve got the tools you need to get moving. sometimes tough love is necessary.
personal blog: the jort report
i grew up in the pacific northwest, so when i found myself living in atlanta, i felt like a real weirdo. no, i didn’t care about the SEC and yes, i did find confederate flags offensive. to help myself embrace this completely new world, i launched a lifestyle blog. soon enough i found myself as an “influencer”. i got a lot of free stuff, and at its peak, maintained about 8k viewers/month. eventually i moved away, vine shut down, and i felt like going HAM on instagram was more effort than i was willing to put in, so the jorts were retired.
#optoutside
in 2015 i was given a mission: create and roll out an in-store strategy to promote… the store being closed. the result? 53k people daily were reminded that REI was closing on Black Friday, and 1.4 million people opted outside with us. more importantly, i got a long weekend.
beach riot google adwords
the last time you googled clothing, which site was suggested to you and why was it revolve? beach riot wanted a piece of the swimwear themed google traffic, so i implemented paid adwords and in one month, google traffic to the brand’s website shot up 15%. the winningest keyword? ask nicely and i might tell you.
hot97 + power106 fm: who’s next?
is there anything more timeless than a coast-to-coast hip-hop battle? we decided to harness the power of an internet mob to find out. we created a co-branded microsite and invited aspiring battle rappers to share their best work. we promoted the event across both station’s social channels, streaming and terrestrial radio broadcasts, and invited the winners from each market to duel it out, 8 mile style at SXSW. NYC won (a chance to perform at Summerjam), but i’m still team west coast ’til i die.
REI Co-op flagship store opening: united outside
2016 was an election year, so a new flagship in Washington DC called for something entirely new: a beer garden. ok, and also a campaign. united outside drove the entire in-store experience.
#optoutside year two: will you go out with us?
oops, we did it again. as it turns out, people loved not getting trampled on black friday. so much that year two, we invited everyone to join us. we gave in-store customers newsprint posters and encouraged them to invite someone outside with them. in the end, even more people opted outside with us, and so did 275 other brands.
as promised: CJ the bison
i grew up in a small town in northern idaho, notable for being absolutely idyllic and also for Randy Weaver. when i moved to chicago for college, i learned a lot of things about my childhood weren’t “normal”. people laughed when i said we’d “go into town” to go to the store. i was absolutely mindblown that food could be delivered to your front door. and i was informed that it was not normal to know someone with a pet bison. my dad’s friend, spud (naturally) owned a bison ranch. because nature is cruel, bison will only raise one bb (baby bison), so when one had twins, she abandoned the runt (CJ). spud took her in, bottle fed her, and let her sleep on the kitchen floor. eventually she topped out at 800lbs and had to move to the porch, but she did continue to take daily jogs with spud’s wife. spud randomly moved to dubai when i was in college, so i don’t know what happened to CJ. my assumption is that she’s on the city council by now.
julielovenbury.com 