The Campaign Was the Product
The Campaign Was the Product
The Campaign Was the Product
Role / Title
Director, Brand & Creative
Company
Jetblack
Industry
Consumer Technology
Year
2018
Project
Halloween Campaign
Role / Title
Director, Brand & Creative
Company
Jetblack
Industry
Consumer Technology
Year
2018
Project
Halloween Campaign
Role / Title
Director, Brand & Creative
Company
Jetblack
Industry
Consumer Technology
Year
2018
Project
Halloween Campaign
Could a text message pull off Halloween? Jetblack's whole promise was riding on the answer.
Jetblack was Walmart's SMS-based concierge shopping service, a $50/month membership born out of Store No. 8, the innovation lab behind the Jet.com acquisition. It was racing from stealth beta toward a fixed public launch, with no brand yet built to meet it.
Content proves engagement, not whether a $50/month concierge can actually deliver on the busiest kid-holiday of the year. A discount undercuts the premium positioning the brand had been built on. The campaign had to be the product, doing for Halloween exactly what Jetblack does for everything else, "handling it."
01.
Context
Forget "make a Halloween campaign." The actual brief was tougher. What does a text-based concierge do for Halloween that only a text-based concierge could do? The solution had to hold together across five channels at once, SMS, app, social, delivery bag collateral, and a PR stunt.
02.
Problem
The answer had to prove Jetblack could actually deliver on the holiday, taking the work off families' hands instead of adding to it. That meant avoiding the pumpkin carving, the costume-store run, the extra errand for a family already stretched thin during the busiest weeks of the year, while not loosing sight of what made Halloween fun.
03.
How I Moved the Org
Three no-carving, no-mess pumpkin kits became the answer, each with a distinct NYC personality: Your Halloween Boo, Wicked Witch of the West Village, and Manhattan Mummy.
Members got a campaign text and chose a kit by replying 1, 2, or 3. It arrived curated and ready to put together, no pumpkin guts required. Merchandising and Logistics partnered with me on sourcing, costing, and inventory, and I built the campaign timeline and art-directed the product photoshoot.
The SMS flow was coordinated with Member Services, Marketing, and Logistics to dodge high-engagement ordering windows, and the PR stunt (conceived with Sunshine Sachs) sent ten actors in inflatable dinosaur costumes and Jetblack capes delivering kits deskside to NYC newsrooms.
The kits sold out quickly. Press picked up the stunt, and members added their own layer on top, posting photos of their finished pumpkins and turning the campaign into organic impressions Jetblack never paid for.
01.
Context
Forget "make a Halloween campaign." The actual brief was tougher. What does a text-based concierge do for Halloween that only a text-based concierge could do? The solution had to hold together across five channels at once, SMS, app, social, delivery bag collateral, and a PR stunt.
02.
Problem
The answer had to prove Jetblack could actually deliver on the holiday, taking the work off families' hands instead of adding to it. That meant avoiding the pumpkin carving, the costume-store run, the extra errand for a family already stretched thin during the busiest weeks of the year, while not loosing sight of what made Halloween fun.
03.
How I Moved the Org
Three no-carving, no-mess pumpkin kits became the answer, each with a distinct NYC personality: Your Halloween Boo, Wicked Witch of the West Village, and Manhattan Mummy.
Members got a campaign text and chose a kit by replying 1, 2, or 3. It arrived curated and ready to put together, no pumpkin guts required. Merchandising and Logistics partnered with me on sourcing, costing, and inventory, and I built the campaign timeline and art-directed the product photoshoot.
The SMS flow was coordinated with Member Services, Marketing, and Logistics to dodge high-engagement ordering windows, and the PR stunt (conceived with Sunshine Sachs) sent ten actors in inflatable dinosaur costumes and Jetblack capes delivering kits deskside to NYC newsrooms.
The kits sold out quickly. Press picked up the stunt, and members added their own layer on top, posting photos of their finished pumpkins and turning the campaign into organic impressions Jetblack never paid for.
01.
Context
Forget "make a Halloween campaign." The actual brief was tougher. What does a text-based concierge do for Halloween that only a text-based concierge could do? The solution had to hold together across five channels at once, SMS, app, social, delivery bag collateral, and a PR stunt.
02.
Problem
The answer had to prove Jetblack could actually deliver on the holiday, taking the work off families' hands instead of adding to it. That meant avoiding the pumpkin carving, the costume-store run, the extra errand for a family already stretched thin during the busiest weeks of the year, while not loosing sight of what made Halloween fun.
03.
How I Moved the Org
Three no-carving, no-mess pumpkin kits became the answer, each with a distinct NYC personality: Your Halloween Boo, Wicked Witch of the West Village, and Manhattan Mummy.
Members got a campaign text and chose a kit by replying 1, 2, or 3. It arrived curated and ready to put together, no pumpkin guts required. Merchandising and Logistics partnered with me on sourcing, costing, and inventory, and I built the campaign timeline and art-directed the product photoshoot.
The SMS flow was coordinated with Member Services, Marketing, and Logistics to dodge high-engagement ordering windows, and the PR stunt (conceived with Sunshine Sachs) sent ten actors in inflatable dinosaur costumes and Jetblack capes delivering kits deskside to NYC newsrooms.
The kits sold out quickly. Press picked up the stunt, and members added their own layer on top, posting photos of their finished pumpkins and turning the campaign into organic impressions Jetblack never paid for.
Placeholder
100%
Sell-through (vs. 80% goal)
92%
Member engagement (vs. 85% target)
+27%
Instagram impressions (vs. +25% goal)
+6%
Instagram follower growth (vs. +5% goal)
Placeholder
100%
Sell-through (vs. 80% goal)
92%
Member engagement (vs. 85% target)
+27%
Instagram impressions (vs. +25% goal)
+6%
Instagram follower growth (vs. +5% goal)
Placeholder
100%
Sell-through (vs. 80% goal)
92%
Member engagement (vs. 85% target)
+27%
Instagram impressions (vs. +25% goal)
+6%
Instagram follower growth (vs. +5% goal)
"Members kept asking if they could get their friends a kit too."
Michelle E.
VP of Merchandising, Jetblack
"Members kept asking if they could get their friends a kit too."
Michelle E.
VP of Merchandising, Jetblack
"Members kept asking if they could get their friends a kit too."
Michelle E.
VP of Merchandising, Jetblack
