BRand Case Studies
MY STRATEGIC PHILOSOPHIES:
CULTURE MOVES FASTER THAN DATA. It’s just as important to be in the comment section and listen to the heartbeat of culture as it is to read the reports
CURIOSITY AND EMPATHY ARE THE SUPERPOWERS OF A GREAT STRATEGIST. Not just understanding people… but caring enough to get it right.
SURFACE-LEVEL INSIGHTS DON’T MOVE PEOPLE. Real connection comes from diving into the nuances, influences, and lived experiences that shape culture.
If you want full case study or storytelling hit me up 📧
Budwesier: Bringing new relevance to a classic “American” beer
As Hip Hop celebrated its 50th anniversary, Budweiser saw an opportunity to authentically show up for the culture. But with Black and Brown audiences drinking less alcohol, especially beer, the challenge wasn’t just visibility. It was relevance.
By focusing on cultural credibility and honoring Hip Hop’s legacy through meaningful partnerships and storytelling, Budweiser positioned itself not just as a sponsor of the moment, but as a brand that understood the culture it (or who) wanted to celebrate
+3.5% sales lift | 1B+ total impressions | 100% positive sentiment | +50% increase in follower count | +88% CRM open rates
Aliexpress Finding Relevance in a Sea of Options
AliExpress offers millions of affordable products, but in the U.S., the brand struggled with perception and trust among younger multicultural consumers
By leaning into discovery, cultural relevance, and the thrill of unexpected finds, we repositioned AliExpress not just as a discount marketplace, but as a place where style, creativity, and individuality could thrive.
+20% lift in brand awareness | +82% lift in positive impression | +73% lift in purchase intent | 15M+ earned Social impressions | +45% engagement lift | 20K+ follower growth from a single asset
D’usse: D’usse Social AOR and D’usee Fridays: Reintroducing Cognac and D’USSÉ to the Next Generation
As tequila, wellness drinks, and lighter spirits surged in popularity, cognac began losing cultural momentum with younger consumers. At the same time, the category was often seen as masculine and reserved for limited occasions, deterring many women from engaging with the spirit. We helped reposition D’USSÉ as a more versatile, culturally relevant choice by partnering with Latto and introducing D’USSÉ Fridays, celebrating cocktail culture and expanding how the brand shows up in everyday social moments.
385M+ total social reach | 22.5M+ video views | 1.4B+ press reach | 61 activations
Reclaiming Sony’s Place in Music Culture
Sony has decades of audio innovation and deep roots in the music industry. Yet with the rise of wireless headphones and new competitors, younger consumers no longer associated Sony with music culture.
Through cultural strategy and a Culture-driven audience framework, we helped launch Sony’s global brand platform “For the Music.”The work repositioned Sony from an audio hardware company, to a brand deeply committed to the artists, creators, and fans shaping music today.
BURGER KING KIDS PROGRAM GLOBAL STRATEGY: Reclaiming Families in the QSR Battle
As Burger King began losing ground with families, we reimagined the global strategy behind the Kids Program. The King Jr. Meal was repositioned as a celebration of bold self-expression rather than simple happiness, supported by new frameworks to evaluate global entertainment partnerships that could resonate with kids across markets.
Google AAPI ICON: Reclaiming Local Business Relevance
When Google introduced the Asian-owned business attribute, the goal wasn’t just visibility — it was about rebuilding trust with the small businesses that power local economies.
Through cultural research, community validation, and diaspora-informed design, we helped Google launch a feature that allowed Asian-owned businesses to self-identify — where it matters most.. Google maps and search…making it easier for customers to discover, support, and connect with the communities shaping Main Street.
Reigniting Brisk’s Tea Cultural Momentum
As new tea brands captured younger drinkers and health-conscious consumers, Brisk risked losing cultural momentum in a rapidly evolving category.
With the launch of Brisk Zero Sugar, the brand had an opportunity to reconnect with a new generation by pairing a healthier offering with a bold return to the cultural creativity Brisk was known for.
#JustAddBriskzero garned 8.4 Billion Views Tiktok views | #JustAddBrisk 4.4 Million Views
PepsI BOdega Give Back: Staying Top of Mind by Supporting the Small Businesses That Power Neighborhood Culture
As the pandemic pushed consumers to shop closer to home, neighborhood bodegas became essential retail hubs. Pepsi had an opportunity to show up not just as a beverage brand on the shelf, but as a partner to the small businesses that keep Black and Hispanic communities running.
In doing so, Pepsi strengthened its presence where everyday purchasing decisions happen.