Career Highlights: IMpossible Foods
As a high-growth startup, Impossible Foods was an incredible learning environment. With a small but scrappy marketing team of four, it was all-hands-on-deck to tackle some of the biggest brand challenges and opportunities. As Integrated Marketing Manager, I was able to play a key role in building and executing on three of the biggest brand moments for 2018 - the first international market launch, the first domestic brand awareness campaign, and the White Castle co-marketing campaign for the Impossible Slider rollout. Here is a sneak-peek into those moments.
Hong Kong: first international market launch
OVERVIEW: In 2018, Impossible Foods was ready to go global, and decided to launch its first international market in Hong Kong. Partnering with two influential chefs in the city, we introduced the Impossible product to HK consumers, sparking incredible moments of earned media and driving buzz for the brand.
MY RESPONSIBILITIES: creative project management lead for all launch assets inc. paid and organic social, film and photography, website development, and event activations; media management and reporting; localization lead; agency and talent management
SUCCESS: achieved 14% aided brand awareness in 4 months
Brand Awareness Campaign
OVERVIEW: In order to drive brand awareness in key markets, we executed a brand awareness campaign that shared our brand values with consumers. This 1-month campaign - “Mission: Earth” - played on the cultural moment of growing interest in space exploration, and through the eyes of an astronaut, we highlighted that we have all we need here on Earth.
MY RESPONSIBILITIES: project management of all creative deliverables; media strategy and management; agency management; budget tracking; campaign tracking/reporting
SUCCESS: 3% lift in aided brand awareness
IMPOSSIBLE SLIDERS LAUNCH
OVERVIEW: We developed a co-marketing campaign with White Castle to announce the launch of the Impossible Slider in White Castle’s systemwide. This campaign- “Wu-Tang in Space Eating Impossible Sliders” - launched in October ‘18, and consisted of a 4-part episodic series featuring key members of the Wu-Tang Clan in space, answering earthling’s calls while eating sliders. This 12-week campaign included OOH, radio, and paid digital and social in key White Castle markets.
MY RESPONSIBILITIES: project management of all creative deliverables; lead weekly cross-functional comms with White Castle and internal teams; client and vendor management; budget tracking; media management and reporting
SUCCESS: systemwide weekly sales goals achieved throughout the campaign