RETAIL & SHOPPER MARKETING
From boutiques to big-box retailers, I craft omnichannel strategies that propel, sell and create loyal communities.
By understanding the customer journey, I guide buyers from awareness to desire to purchase, driving both traffic and advocacy.
Client: OhBaby • Agency: Katalyst
While competitors leaned on cutesy tropes, a witty, grown-up voice defined Oh Baby as an upscale retailer.
Client: Interstate All Battery Centers • Agency: Katalyst
This rebranding campaign transformed battery features into emotional benefits to showcase product breadth and overcome perception as “just a car battery store.”
Concepting Case Study
Strong creative platforms are built on insights-driven strategies and consumer understandings. I’ve learned my craft by partnering with some of the most talented strategic planners in the business. Here’s a snapshot of how product USPs and category opportunities meld with human insight to illuminate the path to big ideas.
ASSIGNMENT
Develop a retail activation plan to build awareness and drive trial of the stainmaster® line of consumer carpet stain removal products.
The challenge: Stand out in a crowded category of well-established brands.
Find out what matters to moms
She wants her home to be liveable and comfortable for all its inhabitants—even dogs that like to dig and kids that only seem to spill red drinks.
Families like to spend time at home together having fun:
- 55% more likely than the general population to play board games & card games
- 28% more likely than the general population to BBQ
Just as soon as you get one stain up, another mess or spill puts you back in the wash bucket.
Now, you can power out tough stains and keep them out – your cleaning days are over.
With Stainmaster’s breakthrough technology, your carpet stains from future fiascos so you can take that bucket off your bucket list.
DON’T CLEAN YOUR CARPET. MASTER IT.
CARPET DIEM
Movie nights filled with buttery popcorn and sticky soda. Muddy romps with the family pup.
With Stainmaster, you can seize the joy without spills and paw prints staining your style.
Stainmaster's breakthrough stain barrier lets you clean today, and shield your carpet for tomorrow.
To that, we say carpet diem!
STAINMASTER® CHALLENGE
Retail activation: store events/trial & sampling
Retailers put carpet samples to the test with Kool-Aid (gasp!) and messy snacks.
Social:
Stainmaster’s followers share their carpet disaster / Stainmaster rescue images to earn rewards.
CREATIVE SOLUTION
Agency
Anthem (SGK)
Strategic Planner
Ginger Smithwick
