Cereal Treats
Launch Coordination, Creative Direction, Campaign Development
Challenge: Disrupt the noisy dog treat aisle in a way that feels unique to the BARK brand.
Solution: Mascot-driven, cereal-themed treats that tap into nostalgic human moments. This collection of Ridiculously Nutritious™ treats will have you wishing you could steal a bite – silly humans, these treats are for dogs!
The Dream Team:
VP Creative: Nick Cogan, Creative Director (Marketing): Vivien Heo, Creative Director (Packaging): Kat Beaupre, Copywriter: Ethan Berlin, Senior Designer: Alina Beebe, Animation/Motion Graphics: Paul Clark, Producer: Lisa Kirshner, Photographer: Steven Zeswitz
Snapchat Filter
Goal: Drive engagement and awareness for the collection by building a connection between our various mascot personalities and individual dogs. Users are prompted to pick their dog's preferences across different categories, ultimately pairing them with the perfect mascot match with a CTA that drives to the PetCo product page.
Performance: Total Reach: 1.57M, Share Rate: 3% (2X the 1.5% share rate benchmark) Playtime: On average, users engaged with the lens for 6+ seconds - higher than the avg. 4s on Snap.
Surprise Inside!
I collaborated directly with our third-party developer to create six unique games, personally overseeing their design and functionality. To ensure maximum engagement and a smooth user experience, I dove into extensive testing myself. Let me tell ya', after about four hours of playtime, Super Sock Bros proved to be a real doozy to master!
