In a health conscious world of consumers switching from sugary sodas to water and teas, Mountain Dew has always found ways to grow within the category. However, despite it's growth, Dew has struggled to recruit new drinkers into the brand and specifically having difficulties recruiting multicultural targets, even with a marquee partnership with the NBA. My work as Account Director at Ten35, the Cultural Agency Of Record, helped the brand gain relevance with a revamped recruitment strategy, redefined creative target and developed the creative articulation of new strategic idea.

North Drinkware has a fascinating product but their targeting for their facebook campaigns was very broad, although they were driving traffic they were not driving conversions.

Get to 10k followers by the end of the year in Instagram

Improve the storytelling.

Increasing sales.

Struggling to combat high Facebook CPMs which resulted in costly CPCs and consequently high CPA