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Client Snapshot:

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Case Studies

Visible| "Dancing With Myself", Maren Morris

Single's Day Creative Activation

Client: Visible by Verizon

Agency: Madwell

Role: Brand Strategy Director

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  • Challenge: In pop culture, coupling is heavily reinforced through narratives of love, heartbreak, and romcoms. The voices of perfectly content, single individuals are often overshadowed, most noticeably during occasions like Valentine's Day. Visible Wireless, known for catering to individuals with its one-line wireless plans, identified the imbalance and sought to show love to those who proudly embrace their single status.

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  • Solution: This Singles Day, we celebrated by giving single people a special single of their own. We partnered with Grammy Award-winning singer-songwriter and fiercely independent voice, Maren Morris. whose recent divorce from another popular singer made national news this past winter, on a unique cover single + video performance of Billy Idol’s classic independence anthem “Dancing with Myself.”

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  • Result: Garnered over 10 million views across social platforms for Visible, increasing brand awareness.

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Link to Campaign

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e.l.f. cosmetics | “Make up Over Makeup” Series

Cultural Content Series to Drive Brand Awareness.

Client: e.l.f. cosmetics

Agency: Madwell

Role: Brand Strategy Director

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  • Insight: People bond and connect when doing each other's makeup.

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  • Challenge: Gen Z looks to internet-savvy brands to entertain them on their favorite social platforms. This puts pressure on brands to constantly produce content that's worthy of eyeball time. ​

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  • Solution: Use two of the internet's favorite exes (who haven't spoken in months) to make a long-form video that prioritizes relatable, emotional connection and savvy product placement. 

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  • Results: Episodes 1 & 2 garnerd over 14 million views and new episodes continue to go viral. (1.2 billion engagements, 1.8 billion impressions)

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Link to Campaign

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Pete & Gerry’s | “(Almost) The Wildest Eggs You Can Get”

Creative Campaign in Support of National Distribution

Client: Pete & Gerry's 

Agency: Humanaut

Role: Brand Strategy Director

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Campaign Brief

  • Insight: The egg category is rife with quaint pastoral imagery and beautifully cracked eggs, regardless of whether or not the eggs came from hens that actually lived such an idyllic life. ​

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  • Action: By creating tension between the kinds of images consumers are used to and the over-the-top wild animals in the campaign, we were able to create an unexpected splash of humor for the brand and show how well Pete & Gerry's Pasture-Raised hens actually live.

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  • Result: Pete & Gerry's Pasture-Raised Eggs sales increase 25%

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Link to Campaign

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Lyft

Internal Employee Campaign to get the Professional driver segment who don’t believe Lyft is invested in them to stay with Lyft and believe in the partnership.

Client: Lyft

Agency: McGarrah Jessee

Role: Brand Strategy Director

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Campaign Brief

  • Situation: Lyft was built on a foundation of putting people first and being the most human rideshare company but has lost sight of the very people that have made their business happen, drivers.

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  • Insight: We've disempowered the voices that matter most, the humans in the driver's seat

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  • Idea: Lyft is getting drivers where they need to go

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  • Result: Driver retention increased 34% in the first year of the campaign going live

Fat Snax

Brand Strategy & Redesign 

Client: Fat Snax

Agency: Interact Brands

Role: Brand Strategy Director

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Campaign Brief

  • Situation: In 2019 Fat Snax began trying to engage brick-and-mortar retail partners, but were turned away due to their lack of “brand presence,” which would make it hard to compete on shelf.​

  • Brand Positioning: Fat Snax creates unapologetically fat-filled snacks because you can eat fat and be fit.​

  • Design Question: How do we translate this unapologetic message, that’s all about championing fat into a visual language while conveying appetite appeal and with an effective communication hierarchy?​

  • Results: 

Veterans United 

National Campaign for Veterans Day 

Client: Veterans United

Agency: Crispin Porter Bogusky

Role: Lead Brand Strategist

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Campaign Brief

  • Tension: Between the parades, politics, and platitudes, Veterans Day isn’t for Veterans anymore.

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  • Action: Make Veterans Day mean more by backing every "Thank you for your service" tweet with $25. With the money we raise we will pay off Veteran's home mortgage loan. 

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  • Result: Over $2 million raised to pay off Veteran mortgages 

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Link to Campaign

© 2022 by Sydney Tomasello
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Sydney Tomasello Brand Strategy

tomasellosydney@gmail.com

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