THE APPROACH:
- ONE IDEA. MULTIPLE ICONIC BRANDS.
I created “So Nostalgic,” a shared campaign for Care Bears, Tonka and Lite-Brite that used their retro heritage to make evergreen products feel relevant again. - LET PERFORMANCE SHAPE THE CREATIVE.
Our original 80s-inspired creative performed strongly with grandparents and Tonka's traditional male audience. We used those learnings to develop a 90s iteration aimed at millennial moms—which performed strongly on Instagram. - EXTEND IT BEYOND PAID MEDIA.
The campaign launched through an influencer event and continued through social giveaways and a shared landing page, allowing audiences discovering one legacy brand to explore the others. - MAKE ONE BUDGET WORK HARDER.
I consolidated production across brands and used a smaller local production partner, giving lower-support products access to campaign-level creative without campaign-level budgets.
ORIGINAL CAMPAIGN:
ORIGINAL CAMPAIGN:
Built around grainy camcorder footage and 80s graphics. Successful with men 35-65 and women 55 to 65
Concept · Creative Brief · Production
OPTIMIZED:
ORIGINAL CAMPAIGN:
Performance showed an opportunity with millennial moms, so we shifted the visual language to the decade they grew up with.
Creative Direction · Iteration · Edit
THE RESULTS:
THE RESULTS:
- +17% SALES
- +5% CTR
- 1M IMPRESSIONS
- #1 AD CAMPAIGN OF 2024
“So Nostalgic” outperformed creative that had cost nearly twice as much to produce—and created a repeatable model for marketing multiple evergreen brands together.