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Lincoln Summer House
Agency: Gradient Experiential
Role: Strategy and Copy
The Project: Over the summer of 2018, we conceived and executed a pop-up at the South Street Seaport to expose New Yorkers to the newest Lincoln models.
We used bold CTAs, and targeted marketing based on location and demographic to drive traffic to the event and encourage test-drive sign-ups.
Role: Strategy & Copy
When crafting the social media strategy for Raybern's Sandwiches, we catered both paid and organic creative toward meme-driven young men and their mothers (who often do their grocery shopping).
We tested various creative mediums, such as illustration and photography, to see which resonated with our audience. And we leveraged culturally relevant events to engage fans.
Followers Growth: 20.4% YoY
Impressions: 15.7M+ (+50.1% YoY)
Engagements: 70.3K+ (+345% YoY)
We conducted several campaigns, leveraging influencers from both the mom category as well as young, internet-savvy men. We used holidays like National Cheesesteak Day to anchor some campaigns, and created contests and giveaways to generate enthusiasm. Once live, our influencer content lived in a highlights reel on our page.
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