Global Manlandia Campaign

Led international development for Dr. Squatch’s Manlandia global campaign, featuring UFC fighter Paddy ‘The Baddy’ Pimblett in the UK and Nick Cummins in Australia. Designed as an evergreen brand moment, I managed concepting, scripting, and creative development with our external partners and a focus on driving brand awareness through localized messaging. I oversaw social, UGC, and ad content, along with PR, media buying, and OOH across the UK, Australia, and Canada.

Impact: Aided Awareness increased by 3ppt & increased Brand Familiarity by 4ppt
Brand Lift Studies: Meta saw uplift of +13ppt in brand awareness, Amazon saw an uplift of +2ppt in brand awareness, and +8ppt in ad recall, OOH saw an uplift of +12ppt in aided awareness
Retail revenue increased by +7% post campaign vs pre