SOCIAL 2017-2019

ART DIRECTOR / CREATIVE LEAD

Armed only with a small budget and a roguish attitude, 19 Crimes set out to translate the story behind its name into content that would engage a jaded, millennial audience. The result?  #InfamousInk, a social media campaign that invited fans into the tattoo parlor, where influential tattoo artist Austin Maples reinterpreted each of the historical 19 crimes as an original tattoo. Over 19 weeks, we revealed Austin’s designs and shared historically-inspired content, bringing the brand story to life with a storytelling medium as unconventional as our brand.

Highlights:
In my time working on 19 Crimes our team:
– has grown the community on Instagram from 12.2K to over 25K followers.
– has grown the community on Facebook from 25K to 45.2K followers.
– got the 19 Crimes Instagram account verified.
– got 19 Crimes stickers on Giphy for use on Instagram Stories, 3.4M impressions and counting.

19Crimes-iPhone

Credits:
Sean DallasKidd, Executive Creative Director
Sidra Butt, Strategy Associate Director
Joanna Renteria, Social Strategist
Chelsea Nobbs, Sr. Art Director
Liana Ogden, Sr. Copywriter
Scott Iverson, Art Director
Paul You, Jr. Copywriter
Peter Randeria, Global Account Lead

FIND THE 19TH CORK

JR. ART DIRECTOR / PHOTOGRAPHER

Background:
For years, shoppers had collected 19 Crimes’ unique printed corks, but cork #19 had never been released, and our social community of ‘competitive seekers’ was determined to find it. Sleuthing fans traded notes, photos, and even spreadsheets, all the while speculating that #19 did not exist.

Challenge:
Building brand equity in the wine category is a challenge – especially for Australian wines – due to their decline in the category, tight margins, a crowded wine aisle, and outdated portfolios. While 19 Crimes had built a small-but-loyal following, the young brand still struggled with low awareness and velocity at shelf. Our challenge: get these superfans talking, and transform brand love into in-store conversions.

Idea:
We tapped into our fans’ conversation, and transformed it into a competition – to Find the 19th Cork. We released a limited number of #19 corks in random 19 Crimes bottles, and created teasers for our most sharp-eyed fans, before launching in-store and on social. Those who found the elusive #19 could snap a picture and share it on Instagram for the chance to win the ultimate brand experience: a Night of Infamy on Alcatraz Island.

Results:
Over two months, with no paid spend, Find the 19th Cork delivered:
–    Facebook engagement rate over 10x the industry average
–    42% increase in our Instagram following
–    6k UGC entries.

And our Night of Infamy event delivered:
–    1.6MM organic impressions across social media
–    22k organic engagements
–    Facebook engagement rate over 3x the industry average

Overall, the campaign delivered an 86% increase in our combined Facebook and Instagram followings, and drove in-store depletions of 98%.

Credits:
Sean DallasKidd, Executive Creative Director
Dora Lee, Director of Production
Sidra Butt, Strategy Associate Director
Joanna Renteria, Social Strategist
Chelsea Nobbs, Sr. Art Director
Liana Ogden, Sr. Copywriter
Tom Hasenfratz, Sr. Copywriter
Paul You, Jr. Copywriter
Scott Iverson, Jr. Art Director
Alberto Martinez, Designer
Peter Randeria, Global Account Lead
Mary McGerity, Account Director

THE PRISON SHIP AT OUTSIDE LANDS

JR. ART DIRECTOR / PHOTOGRAPHER

Background:
19 Crimes is a wine brand that tells the story of Australia’s infamous origins. To build relevance with our audience of sub-culturally savvy millennials, we created The Prison Ship – and dropped anchor at Outside Lands Music Festival.

Challenge:
19 Crimes broke out of the wine aisle by acting more like a whiskey than a traditional wine brand— leveraging technology and speaking to an audience bored with the status quo. Although it had created a loyal fan-base and achieved strong growth, the young brand was still hindered by low awareness. Our business challenge: drive awareness, consideration & trial of 19 Crimes with a digitally savvy, millennial audience.

Idea:
Bring the 19 Crimes World to the real world by dropping anchor in a place as unexpected as our brand — Outside Lands. Held in San Francisco, CA this music festival became a prime opportunity to engage with our target audience. We focused on 5 key touch-points:
–    Direct touch via AR & VR experiences
–    Data capture via digitally integrated “mugshot” photo booth
–    Asset generation via UGC and content capture
–    Drive trial via wine sales at Banished Pub
–    Increase downloads/awareness of Living Wine Labels App

Results:
–   50M+ Digital Impressions
–   10% Increase in new app downloads w/ average 2.5 minute session time
–   21K+ glasses of wine sold
–   5.5K+ visitors (21+ experience)
–   1K+ new emails captured
–   Only brand recognized in Variety Magazine’s “18 Memorable Moments”

Press:
–   Variety: Outside Lands Music Festival: “18 Memorable Moments”

Awards:
–   2019: Bronze Addy // Out-of-Home Installation

Credits:
Sean DallasKidd, Executive Creative Director
Dora Lee, Director of Production
Chelsea Nobbs, Sr. Art Director
Liana Ogden, Sr. Copywriter
Scott Iverson, Jr. Art Director/Photgrapher
Kendall Brown, Jr. Copy Writer
Kathleen Haack, PR Strategist
Sidra Butt, Digital Strategist
Joanna Renteria, Social Strategist
Jade Ingersoll, Community Manager
Peter Randeria, Global Business Director
Lindsay Tomek, Sr. Account Director
Stella Guimaraes, Sr. Account Supervisor

OTHER NOTABLE PROJECTS

FY20 BRAND ACTIVATION STRATEGY (ART DIRECTOR)
FIND THE 19TH CORK 2.0 SHOPPER CAMPAIGN (ART DIRECTOR)
19 CRIMES AUGMENTED REALITY 
(JR. ART DIRECTOR)
NIGHT OF INFAMY ACTIVATION (JR. ART DIRECTOR)