Dunkin’

Led creative strategy on a year-long tentpole partnership supporting product launches and LTOs. Concepted the iced coffee mitten — a winter activation idea I originally pitched on my edit test three years prior — which went viral and earned local news pickup across the country.

The campaign's crown jewel: a branded video featuring Brandy and Monica that reached 1.3M people and drove a 6x lift in Dunkin's average daily Instagram followers in its first 36 hours. 90% of audiences exposed to Betches content during the campaign went on to order from Dunkin'. Brand favorability rose 32 points.

Stats:

• 2M+ Video Views

• 1.3M people reached

• 6x Instagram follower lift

• 90% audience conversion