David Gipson

To counter a lull in confection sales following Easter, we got Reese’s on Mom’s list by providing inspiration for how Reese’s can be a part of her family’s March Madness experience.

Digital and social media brought her to a digital hub where she could discover ideas and recipes using Reese’s, while driving equity for Walmart through this exclusive program.

The results were sweeter than hitting a 30-footer as time expires:

26% sales lift for Reese’s, and benchmarks crushed for digital impressions, site visits, and social engagement.

Credits:
Art Director: Ben Jackson
Conceptor/Writer: Chris Kelman

#PROMOTION
#MICROSITE
#RICH MEDIA ADS
#SOCIAL POSTS
#INFLUENCER

Target Launch for exclusive Cupcake Kisses

Whether it's clothing, housewares, or candy — Target loves their exclusives. In order to gain strong placement during the 2017 Valentine's season, my team developed a multi-faceted digital influencer campaign based on insights in the category, season, and Target shopper.

Valentine's has always been about gifting — especially chocolate, with 57% of shoppers giving candy to their significant other. But to tap into early-season sales, we had to excite and inspire the Target Guest. Our strategy was to activate on the trend that more people are celebrating with little gifts for children, coworkers, and friends ("Galentine's") AND the insight that 35% of consumers make their gifts.

CONCEPT:
Sprinkle Your Love with KISSES

There are a lot of people you care about — friends, family, neighbors, they’re all important. Valentine’s is the perfect time to show them a little affection and HERSHEY’S KISSES is a great way to do it. And now, with a little help from Target and new HERSHEY’S Cupcake KISSES, we’re giving you fun new ways to Sprinkle Your Love around this Valentine’s!

ACTIVATION:
We worked with two influencers — with a large following and strong overlap with the Target Guest — to come up with ideas for how Cupcake Kisses could be the perfect (and easy) little way to show your love.

Multiple in-store placements
Circular
Cartwheel
Target-Owned Brand Page with media driving to cartwheel
Facebook/Instagram Dark Posts
Influencer Content

Earned PR:
Buzzfeed
Cosmo
Brit + Co
Bespoke Bride

RESULTS:
Hershey crushed their sell-through goals for Cupcake Kisses, and was the #3 item at Target during Valentine's.

Credits:
Art Director: Dinah Montgomery
Conceptor/Writer: Steve Young
Planner: Kate Schott

#BRAND LAUNCH
#BRAND PAGE
#DIGITAL ADS
#SOCIAL POSTS
#INFLUENCER CONTENT

Always on the lookout for a deal, our shopper is particularly focused on connecting with family and friends during the holidays. Our campaign told the story of connection through research-optimized messaging and placement and brought the story of connection to life through Cricket products and our “holiday-ized” characters.

Credits:
Design Team:
Shanda Ciemniecki
Darrow Alexander
Dave Fleming
Julie Smyth

Conceptor/Writer:
Alexandria Mariscal

GCD:
Mark Miselnicky

#STORE REFRESH
#MESSAGE MAPPING
#CUSTOMER JOURNEY

The Target shopper is an entertainer who wants to make the Holidays extra special. To get her excited about our exclusive and adorable Santa Hat Kisses, we just had to provide a little inspiration (in the right way and at the right time).

We concepted and created three unique and compelling pieces of content that were released strategically throughout the season:

• Facebook video posts featured an animated Santa and announced the arrival of the exclusive candy and built early excitement with a Cartwheel offer. 

• A miniature candy sleigh place setting craft provided inspiration, and another use for the product. Facebook and Pandora ads drove to the Target brand page where our shopper could download instructions and name placard templates.

• Just in time for buying and wrapping presents, another Facebook video inspired her to make holiday gifts extra sweet and drove her to a Target brand page for more inspiration and savings.

The result was the highest engagement for any Facebook campaign to date with sales and Cartwheel redemption that exceeded anyone’s expectations. 

Credits:
Senior Art Director: Dinah Montgomery
Digital AD: Sandon Spalding
Senior Digital AD: Rebecca Cervantes
Writer: Steve Young
Account: Whitnee Skobla

#CUSTOM CONTENT
#BRAND PAGE
#DIGITAL ADS
#SOCIAL POSTS
#VIDEO PRODUCTION
#ANIMATION

To ensure a strong launch for The Hershey Company’s latest line extension, we developed a strategy to connect with our shopper on her path to purchase to create early awareness to drive trial.

Our Walmart brand page and digital media featured a coupon with increased value when shared on social media. Once in store, strategically placed messaging highlighted key product differentiators (convenient, poppable, unwrapped and ready to eat) and the design reinforced the fun, excitement, and POPPABILITY.

Credits:
Art Director: Sandon Spalding
Conceptor/Writer: Chris Kelman

#BRAND LAUNCH
#RICH MEDIA BRAND PAGE
#DIGITAL ADS
#SOCIAL POSTS
#VIDEO CONTENT

How do we reach young urban professionals in a trendy part of Nashville and convince them that this new, hipper version of Dollar General is the best thing they didn't know they needed?

To answer this question, my team employed a smart strategy that focuses on three key trip missions and a messaging plan that will ATTRACT, ENGAGE, and SELL. And all the while creating an ultra localized feel that can be replicated in other urban locations.

Credits:
Art Director: Samantha Angeles
Writer: Chris Kelman
GCD: Mathew Searcy
Planner: Elise Wyatt

#STORE DESIGN 
#WAYFINDING
#SHOPPER JOURNEY
#MESSAGE MAPPING
#ENVIRONMENTAL GRAPHICS