Brand Marketing / Live Experience / Design
Perrier
Perrier partnered with our team to boost brand awareness and drive retail sales for their Perrier & Juice line, specifically in the urban Hip-Hop market. The goal was to create an innovative and complete 360 marketing campaign that connected with this specific group across many channels.
Services
Video Production
Brand Integration
Experiential Marketing
Social Media Marketing
My Role
Creative Direction
Brand Marketing
About The Project
Our Approach
I knew forcing Perrier into our content wouldn’t work and the audience would reject it immediately. Instead, I wanted to make Perrier a natural part of the environment where we were already having conversations with Hip-Hop artists and personalities. The strategy was about integration, not interruption.If we could make the brand feel like it belonged in that space, the green room, the interviews, and the live events, it would feel authentic rather than forced. The key was making sure every touchpoint felt organic to what we were already doing.
Deployment
I developed a multi-channel campaign strategy that was all about truly fitting in with Hip-Hop audiences. My team and I produced a daily video content series called "Power On News" featuring Hip-Hop artists and celebrities, filmed in a Perrier-sponsored green room with the product's logo always visible but never coming across as traditional product placement.
Results
Our daily content featured high-profile artists like Wiz Khalifa, Anderson .Paak, Jeremy Piven, and Becky G. We combined organic content with paid media, created live event activations for direct interaction, and worked with retail partners to drive foot traffic to stores.
Impact
• 5,000+ qualified leads generated• Increased retail sales at participating vendors• Strong brand awareness growth in the target market
In Studio / Digital Content Placement
Original Content Brand Inclusion
On-Site Activation
