Skybound Entertainment - Invincible Season 3 Exclusive Merch Drop Campaign
Objective: In anticipation of the Invincible Season 3 premiere, to capture and monetize the growing audience of new and old-school fans by creating an exclusive, very-limited edition merch drop event featuring episode-specific apparel only available through the Skybound Store, Skybound’s Insiders loyalty program, and Skybound’s new InvincibleHQ website.
Solution: First, created an awareness campaign letting the audience know about the new InvincibleHQ site and teasing the new season. Also stressed the importance of “joining the GDA,” Skybound’s Insiders loyalty program, to receive SMS texts giving early access to the merch drops and episode sneak peeks. Next, brainstormed high-concept, elevated designs for episode-specific Season 3 shirts with ECOM, Merchandise, and Design teams, in addition to writing copy where needed on the designs. Created a campaign brief for the T-shirt designer and gave notes on design passes. Created a heavily brand-voiced campaign across email, social, and SMS (in the voice of Cecil Stedman, Global Director for the GDA in Invincible) informing the audience of how the merch drop would work (T-shirts drop the day after the episode premieres and are only available until the following Tuesday) and how to access the merch drop (emphasizing SMS sign-up for exclusive early access). Emails, SMS messages, and social posts would release starting the Friday after each episode premiere with reminder touchpoints on Saturday and last chance messaging the following Monday. Wrote all of the T-shirt product names and descriptions.
Results: 10,000 SMS sign-ups (most sign-ups from any campaign in Skybound’s history), 30% conversion rate across email, social, and SMS, over $150K in merch drop T-shirt revenue alone, over $250K in drift-purchase revenue, 1,219% increase over the same time the previous year, thousands of shirts sold over the course of Invincible Season 3 (more shirts sold in the first week than the entirety of the previous year) with an overwhelmingly positive sentiment on the exclusive shirt designs and the campaign from fans. Week-to-week increase in shirts sold every week of the campaign (6 weeks). Oh, and we had $0 marketing budget. Pulled off the whole thing pulling every branded/organic content lever.
Art Design by Ryan Graber, Chelsea Roberts
Social and SMS
Site Copy and Product Descriptions
Emails
Skybound Entertainment - Black Friday/Cyber Monday 2024 Campaign
Objective: To figure out how to capitalize on the biggest consumer shopping weekend of the year WITHOUT having the benefit of the massive organic traffic influx from the premiere of Invincible Season 2, which occurred during Black Friday/Cyber Monday the year before. (Invincible Season 3 was not premiering until Feb. 2025, but more on that later.) How to engage customers who weren’t already looking and get them to the Skybound Store?
Solution: Using Skybound’s two biggest properties, The Walking Dead and Invincible, created a story-driven campaign turning Black Friday/Cyber Monday into a shared universe crossover event where the characters directly addressed the audience. Had a lot of fun playing in the voice and tone of Invincible, The Walking Dead, and further establishing Skybound’s brand voice.
Results: Increased engagement and conversions by 10X from the year before (2% to 20%).
Performance marketing assets yielded an ROAS of 4.3 - 5.1.
Audience reaction loved the “new comics story” nature of the campaign.
Increased BF/CM revenue year-over-year by 10% to $450K+ despite having half of the organic traffic and a smaller marketing spend.
Art Design by Ryan Graber, Chelsea Roberts
Social and SMS
Site Copy and Product Descriptions
Omaze - Charlize Theron x BMW x Africa Outreach Project Campaign
Objective: BMW was releasing a super limited-edition M5 that was essentially a 4-door sedan on a rocket engine — their fastest production car ever and a big deal all around. Omaze partnered with Charlize Theron to promote a campaign that would raise money for the Africa Outreach Project, supporting the health, education, and safety of young people in African nations as well as build positive awareness for BMW by giving people a chance to win one.
Here’s the thing, Charlize was only in the country for two days to be able to shoot anything and we only had a month from creative concepting to launch.
Solution: The duality of the BMW being a luxury sedan with a performance racing engine underneath coupled perfectly with Charlize Theron’s versatility of being an Academy Award winner and a badass action-movie star, so I wrote a launch and last chance video (for play on YouTube, social channels, and connected TV) that would comedically and heavily lean into both’s Jekyll-and-Hyde personalities. Created an overall campaign wrapper of “Fuel The Envy” (to allow for seasonal social media posts around St. Patrick’s Day that people seeing you in this car would be “green with envy” and “lucky you”) capitalizing on being able to carve the canyons AND the carpool lane in a go-anywhere BMW performance sedan. Wrote marketing emails to support the videos in three different voices: Charlize Theron’s, Africa Outreach Program’s, and BMW/Omaze.
Results: Received the coveted “Looks great, no notes” feedback from Charlize’s team and her videos received 10MM+ views. The campaign was the most successful Omaze car campaign of 2022 raising $2MM+ in revenue.
Videos Directed by Justin Lazernik
Art Design by Briana Louis
