Bethany Hamilton:
To Be Movement

Responsibilities

• Creative Direction & Marketing Strategy

• Influencer Marketing & Management

• Graphic Design, Photography & Copywriting

• Video Concept & Storyboard
  

Client Wins

• 112% social following increase

• 11% gross online sales increase

• Gained over 7m impressions during quarter of activation

• Massive brand awareness increase via association

Summary

The To Be Movement celebrates the uniqueness of the individual while binding the community together through mutual acknowledgement that we are all, in fact, designed to be something worthwhile. Designer Protein supplements are designed for a purpose as well.

We connected the many benefits of these products to the identity, goals & dreams of the user. If Designer Protein is designed for Bethany Hamilton & Bethany Hamilton is designed to be fearless, then Designer Protein is designed to help you live fearlessly as well. It’s a simple, but incredibly powerful deduction.

“They conceived brilliant ideas & were able to execute flawlessly. Their unyielding care, curiosity & passion is truly contagious as their fervent attention to detail & deadlines was quite welcomed.”

- Paul P.
Abbott, ZonePerfect, Designer Protein, Mediterra

Headwinds

• Influencer privacy & busy schedule promoting new movie

• Lots of moving pieces & personnel across design initiatives

• Shifting KPIs & overarching strategy on how to best leverage asset

• Legal ramifications related to word usage in campaign

• Budget limitations & delays in coordinating with movie release

• Strong, on-brand design elements that united influencer with brand

Destination

• Flagship videos showcasing influencer, brand product & movement

• The Inertia site takeover with banners, article & education

• Event marketing materials including booth, info cards & signage

• Website, email & social touchpoint campaigns including lookbook

• Presentation decks with quantifiable support data

• Recipe lead magnet of influencer & team’s favorites