Corkcicle – Brantley Backpack Campaign

Posted bynicolebusotPosted inPortfolio

Objective

Help develop an integrated marketing campaign to introduce Corkcicle’s Brantley Backpack, increase brand awareness, and position the product as a functional, lifestyle-driven accessory.

Strategy

  • Insight: Consumers prioritize shared experiences and products that enhance social, on-the-go moments.
  • Core Message: Corkcicle designs products that go wherever you do – combining function with elevated style.
  • Strategic Idea: Make sharing cool.
  • Campaign Concept: Outside for You. Inside for Others.

The campaign focused on showcasing versatility, encouraging shared experiences, and positioning the Brantley Backpack as part of everyday lifestyle moments.

My Role

I supported the campaign in different ways, contributing to creative concept development and assisting with executions across owned, paid, partnership, and experiential channels. My involvement included contributing to messaging, visual direction, and campaign ideas used to support the product launch.

Execution #1: Owned Media

Contributed to branded owned media content highlighting the Brantley Backpack’s versatility and lifestyle positioning, supporting the visual storytelling and launch messaging.

Impact: Helped build awareness and introduce the product through cohesive creative.

Execution #2 – Paid Media | Instagram Stories

Assisted in developing Instagram Story ad concepts designed to showcase the product in real-life, shareable moments, emphasizing mobility and everyday use.

Impact: Supported engagement and traffic to product discovery.

Execution #3 – Paid Media | YouTube Influencers

Collaborated on influencer campaign concepts featuring creators using the Brantley Backpack in lifestyle-driven content to extend reach and introduce the product.

Impact: Expanded audience reach and increased product awareness.

Execution #4: Partnership | Whole Foods

Supported the development of a retail partnership concept with Whole Foods to position the Brantley Backpack within everyday lifestyle moments.

Intended Impact: Reinforce product versatility and created additional brand touchpoints.

Execution #5: Experiential Event | Miami Fashion Week | KITH x Corkcicle

Contributed to the experiential activation concept in partnership with KITH during Miami Fashion Week, focused on introducing the Brantley Backpack to a fashion-forward audience.

Intended Impact: Elevate brand perception and generate buzz around the product launch.