The Mailer Editors Didn't Throw Away
The Mailer Editors Didn't Throw Away
The Mailer Editors Didn't Throw Away
Role / Title
Chief Creative Officer
Company
Hally
Industry
Beauty / D2C
Year
2021
Project
"Hally Meal" Campaign
Role / Title
Chief Creative Officer
Company
Hally
Industry
Beauty / D2C
Year
2021
Project
"Hally Meal" Campaign
Role / Title
Chief Creative Officer
Company
Hally
Industry
Beauty / D2C
Year
2021
Project
"Hally Meal" Campaign
Editors mentally trash a PR box before it's even open. Looking branded wasn't going to earn a second glance.
Hally is a gender-inclusive, nostalgia-driven line of at-home hair care products for Gen Z, built from scratch and launched into a category that had never had to speak to this audience before.
The mailer had to read as something an editor already recognized culturally, specific enough to earn a second look instead of a glance and a trash can.
01.
Context
Hally's executive team wanted a creative push ahead of back-to-school season, a PR mailer landing on the desks of beauty and lifestyle editors, on a brand where every touchpoint was still being defined in real time.
02.
Problem
Standing out on an editor's desk meant getting loud, and Hally could do loud. What it couldn't afford was borrowed, a 90s callback that read as trend-chasing instead of Hally's own voice. There wasn't yet a team built to catch the idea if it drifted generic somewhere between concept and production.
03.
How I Moved the Org
I built "The Hally Meal," a riff on the 90s McDonald's Happy Meal, complete with nostalgic 90s items, a menu of what's inside, and games and graphics on the box itself. The "You Want Fries With That?" insert doubled as a time capsule of the small toys that used to come in an actual Happy Meal, packaged alongside the hair dye instead of a burger. Editors reshared the mailer themselves, several calling it one of the most fun PR kits they'd received that year, and it drove significant impressions well beyond the initial send list.
01.
Context
Hally's executive team wanted a creative push ahead of back-to-school season, a PR mailer landing on the desks of beauty and lifestyle editors, on a brand where every touchpoint was still being defined in real time.
02.
Problem
Standing out on an editor's desk meant getting loud, and Hally could do loud. What it couldn't afford was borrowed, a 90s callback that read as trend-chasing instead of Hally's own voice. There wasn't yet a team built to catch the idea if it drifted generic somewhere between concept and production.
03.
How I Moved the Org
I built "The Hally Meal," a riff on the 90s McDonald's Happy Meal, complete with nostalgic 90s items, a menu of what's inside, and games and graphics on the box itself. The "You Want Fries With That?" insert doubled as a time capsule of the small toys that used to come in an actual Happy Meal, packaged alongside the hair dye instead of a burger. Editors reshared the mailer themselves, several calling it one of the most fun PR kits they'd received that year, and it drove significant impressions well beyond the initial send list.
01.
Context
Hally's executive team wanted a creative push ahead of back-to-school season, a PR mailer landing on the desks of beauty and lifestyle editors, on a brand where every touchpoint was still being defined in real time.
02.
Problem
Standing out on an editor's desk meant getting loud, and Hally could do loud. What it couldn't afford was borrowed, a 90s callback that read as trend-chasing instead of Hally's own voice. There wasn't yet a team built to catch the idea if it drifted generic somewhere between concept and production.
03.
How I Moved the Org
I built "The Hally Meal," a riff on the 90s McDonald's Happy Meal, complete with nostalgic 90s items, a menu of what's inside, and games and graphics on the box itself. The "You Want Fries With That?" insert doubled as a time capsule of the small toys that used to come in an actual Happy Meal, packaged alongside the hair dye instead of a burger. Editors reshared the mailer themselves, several calling it one of the most fun PR kits they'd received that year, and it drove significant impressions well beyond the initial send list.
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