NEED | The Helper brand has been declining for several years, along with its consumer marketing budget. We recognized a glistening growth opportunity with urban millennials and used the @Helper Twitter platform to connect with them in a culturally relevant way.
SOLUTION | "Watch the Stove" mixtape. Five hip-hop songs about cheeseburger macaroni, sourced from local music students and social influencers. As creative director, I produced "Watch the Stove" from strategy to execution, including content curation and creation, talent acquisition and social media execution.
With no paid promotion, we earned over half a billion media impressions, 250+ media placements, 14 million song plays, #1 trending topic on Twitter (#7 global trend), and two Cannes Lion nominations to boot. Helper sales grew by 37% and we exceeded our quarterly sales goal by 2 million cases.