CLIENT
Procter & Gamble
Grace Whitman, Marketing Director
Gwynedd Davis, VP, Marketing
Vineet Kumar, CEO
AGENCY
Trey Harness, President, Chief Client Officer
Ashley Walter, Chief Development Officer
Jeff Warman, Chief Creative Officer
Peyton Sutton, VP, Client Services
Ashley Reker, VP, Activation
Katie Price Ross, Director, Activation
Katie Gerdes, Creative Director
Jane Manchester, Associate Creative Director
Christian Jaekle, Senior Copywriter
Andy Millard, Senior Designer
Lauren Rader, Director, Strategy
Stacy Anderson, VP, Activation
Jessica Flanagan, Data Scientist
Libby Mock, Senior Project Manager
Jane Tsivitse, Senior Project Manager
Erin Morris, VP, Operations
Mike White, Senior Production Designer
Sam Huerkamp, Account Supervisor
Taylor Ieropoli, Senior Account Executive
Dan Bryant, Producer
Courtney Frank, Producer
Susan Cramer, Senior Strategist
Anna Kate Roche, Creative Director
London Alley
Jenna Watt, Director
Jenna Watt, Director
Matthew Kauth, Executive Producer
ILOVEDUST (United Kingdom)
SUMMARY
How did we successfully launch Native, a $12 e-commerce deodorant in mainstream retailers during a global pandemic? By convincing consumers that their deodorant with NO aluminum and NO parabens can handle their stink, no problem. We just had to flip "no" on its head. When "no" means "no late fees" instead of "no talking in the library" – "no" becomes a real whoa. This insight fueled a full-funnel campaign that drove consumers in-store to purchase – paving the way for Native to become the #1 selling deodorant at Target.
