Love, Bonito Ready-To-Live
+150% engagement uplift from a localized NYC rebrand campaign.
Bringing Love, Bonito’s Ready To Live campaign into New York through a street activation and social creative made for the US audience.
At a glance
- 01IdentifyFound opportunities to make the global rebrand more relevant to a New York audience.
- 02CreateDeveloped local social creative featuring the campaign tagline in recognizable city settings.
- 03ActivateRan a street-level activation and created content to extend its reach online.
- 04Result150% uplift in engagement, with organic resharing from audiences.
The challenge
Love, Bonito’s Ready To Live rebrand included a giveaway for a trip to Singapore, supported by a global campaign featuring celebrities and influencers. With much of the US social audience based in New York, where the brand also had a physical store, I saw an opportunity to develop localized creative that would make the campaign feel more relevant and connected to the city.
The solution
Love, Bonito’s global rebrand introduced the Ready To Live message, and with much of the US social audience based in New York, where the brand also had a physical store, I saw an opportunity to build on the campaign through locally relevant creative.
I created localized creatives that brought the campaign into the city itself, using a street-level activation and photo composites featuring the new tagline in recognizable New York settings.
These additional assets complemented the global campaign, giving local audiences another way to connect with the Ready To Live message while encouraging organic resharing beyond the brand’s own channels.
My role
- Creative direction
- Localized campaign content
- Photo compositing
The impact
- +150% engagement uplift
- Organic audience resharing
Content produced
The new tagline in the city: a SoHo photo carousel and street posters on Fifth Avenue.
Fractional Head of Social