Challenging the status quo to meet immediate goals.
Brand Activation
Roles: Business Development / Creative Direction / Creative Strategy / Campaign Development
How do you simultaneously generate awareness for a brand while defining its own category?
Coupa considered itself the "Salesforce" of Business Spend Management — respected enough in the market that Jim Cramer of Mad Money named them one of his "Cloud Prince" investments.
Cramer himself said, "I did not know you until you went public. You guys are completely under the radar." In that moment, I knew we had to fast-track the brand awareness campaign Coupa wanted, without compromising the brand position and strategic roadmap it needed.
We promoted a "launch and learn" approach to fast-track design and creative development, resulting in the first national broadcast campaign for both Coupa and Liquid Agency.
