FORCE FRIDAY II / DIGITAL FIRST-LAUNCH CAMPAIGN
Developed global launch plan and quarterbacked The Last Jedi product launch for Hasbro, dubbed Force Friday II, an initiative which garnered over 7 Billion media impressions in 2 weeks. Created concept and plan for “Find the Force” - an augmented reality event that drove consumers to retail to search for Star Wars characters through their smartphones and the Star Wars app. Disney/Lucasfilm were so excited about “Find the Force” that it was adopted as the tentpole event for all consumer products launching on Force Friday 2.
Force Friday and the Find the Force app appeared on Good Morning America, Entertainment Weekly (EW.com), ABCnews.com, SyFy.com, the Star Wars Show and much more. I represented Hasbro on the launch press junket, speaking with dozens of outlets about the new product line and the Find the Force initiative.
As a result of Force Friday II promotions and Find the Force, sales for Star Wars Hasbro increased 110% week-over-week.
BOOMCO + HALO / BRAND REBOOT + EXTENSION
Charged with completely revamping toy brand BOOMco.’s positioning, brand, product strategy and marketing strategy from the ground-up after a shaky introduction into the market. Utilized a mixture of competitive insights and consumer feedback to position brand for success. In addition to these efforts, I also developed a line of licensed Halo blasters to address white space in the category and differentiate from Nerf and others. The line of 7 items was developed in record time (under 12 months), and the resulting toys were very well received by press and media alike.
These efforts not only added $10MM of topline, they saved the brand and resulted in the brand remaining listed at major retailers worldwide in fall 2015 – the line is still sold today.
STARBRIDGE ADVISORS / BRANDING CONSULTATION + WEBSITE DEVELOPMENT
Consulting engagement for StarBridge Advisors, a consultancy that provides C-suite advisory services, CIO leadership support and interim management to healthcare IT organizations. StarBridge, a new business venture, was just about to launch, and needed a marketing/branding consultant to guide development of their brand. During engagement, led branding and logo development and developed recommendation for website (format and content). Business has been successful and has grown considerably since launching 2 years ago.
ROAR FOR CHANGE / SOCIALLY DRIVEN AWARENESS CAMPAIGN
Created, developed and pitched Roar For Change, a global challenge in support of UNICEF that invites fans to share their own version of Chewbacca's fearsome roar on social media. For every roar shared, Disney donated $1 for a total donation of up to $1M. Goal was reached in 2 days.
The initiative was part of a multi-thread, cross-media campaign to support the release of the first trailer for “Solo: A Star Wars Story” that kicked off on Star Wars Day. Earned an estimated 20M media impressions.