LAURA K. BEEBE
Despite being a powerhouse in the DTC world, Native needed to expand within the natural deodorant category in order to continue their growth trajectory. We were tasked with developing an awareness based campaign, that would not only be measured against the retail sales performance, but most definitely could not cannibalize their existing DTC ecommerce machine.
The idea was rooted in the word ‘no.’ Normally when you see the word ‘no’, you think ‘no fun.’ But the way NATIVE uses ‘no’? Well, think of it like… ‘No wait times.’ ‘No sales tax.’ ‘No hurry.’ We used ‘no’ to get rid of the bad ingredients - no toxins, no aluminum, no parabens…making ‘no’ our ‘whoa.’
Under my guidance, my team built a fully integrated performance-based plan that includes everything. There’s of course Google, programmatic, audio and social, but we also formed partnerships with Think Dirty, MikMak and loads of influencers. I also led the close partnership needed between the media and creative team - there are hundreds of assets we’re leveraging across the consumer journey, and it was therefore essential that these two departments worked closely to get to launch and beyond.
LAURA K. BEEBE