VP Brand Mktg
Brief: Reestablish ownership of the family matching pajamas business for Q4 and increase new customers and brand engagement. Feature Real Hanna Customer Families in a "Hannajams" matching pajamas omni-channel campaign celebrating their own holiday traditions.
Campaign: Holiday Together. Top 6 Hanna Family Instagram followers selected and flown to Portland for a Holiday-in-August photo shoot and celebration of their family traditions. Families introduced to the design teams for their input into product. An ongoing advisory panel established. Entire journey including BTS featured as the omni-channel Holiday 19 campaign: Holiday Together.
Channels: Paid/Owned Social Video/Print including a local pet pajama dog adoption feature; UGC; Influencer/PR gifting including a Kelly Clarkson Show feature and Good+Foundation; Digital Ads/Partners; Retail Store Windows/Signage; Mailers; Homepage and PDP content