Portfolio: Hamburger Helper
The Helper brand had been declining for several years, along with its consumer marketing budget. We recognized a glistening growth opportunity with millennials and used the @Helper Twitter platform to connect with them in a culturally relevant way.
The solution: a "Watch the Stove" mixtape. Five hip-hop songs about cheeseburger macaroni, sourced from local music students and social influencers. I produced the "Watch the Stove" campaign from strategy to execution, including content creation, talent recruitment and social community management.
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.
Watch the PR highlight reel here.
I designed the CHZY SZN Merch line to generate consumer excitement and continue the Helper Mixtape momentum. The collection includes a gold-embroidered black sweatsuit, "dad hat" and 2 graphic tees. To promote the collection, I directed a Lookbook-style photo shoot to share on Twitter. The merch was available in limited quantities to loyal consumers and social media influencers. Strategic scarcity generated huge demand, resulting in half a million media impressions. Photography by Wale Agboola
We collaborated with 40oz Van to throw a special edition Helper x 40oz Bounce party in Brooklyn. Tickets to the event sold out within three hours. For weeks leading up to the event, @Helper and social influencers teased party details to build hype, earning over 1.3MM media impressions (unpaid).
Party guests were offered exclusive 40oz NYC x Helper merchandise, performances by Austin Millz and Amir Obe, Helper chopped cheese sandwiches, specialty cocktails by D'Usse, print photo booths and a night to remember.
