Developed a campaign system rooted in real-time cultural insights, translating emerging viral trends into a cohesive, on-brand content framework. The approach focused on identifying patterns in format, tone, and timing—then building a flexible toolkit that allowed the brand to respond quickly without sacrificing consistency. By balancing speed with structure, the system enabled the team to participate in relevant moments with intention, resulting in increased engagement, stronger cultural relevance, and a more dynamic brand presence.
wayfair viral campaigns
Strategy
Design
Art Direction
Systemizing
the goal
this project set out to design and implement a digital, cross-channel campaign system that could rapidly identify, adapt to, and amplify viral trends in real time. The goal was to move beyond siloed marketing efforts by creating a unified framework that connects social media, email, and web experiences into a coordinated engine for engagement. By combining trend detection and agile content production, the system enables brands to respond quickly to cultural moments while maintaining consistency and strategic intent. Ultimately, the project aimed to increase reach, relevance, and conversion by turning fleeting viral opportunities into measurable, multi-channel impact.
fisherman aesthetic
at its core, it blends functionality and maritime heritage. Think thick knit sweaters (like Aran or cable knits), waterproof jackets, rubber boots, worn denim, rope details, and neutral or ocean-inspired colors (navy, cream, olive, rust). Materials feel durable and natural, wool, canvas, leather, reflecting designs found near the sea.
Package: Onsite, Email, Social, SMS/Push
butter yellow
as a viral trend butter yellow refers to a specific soft, pale shade of yellow that’s warm, creamy, and slightly muted.What makes it “viral” isn’t just the color itself, but how it’s been widely adopted across platforms like TikTok, Instagram, and Pinterest as a go-to aesthetic for a certain mood: soft, calming, and effortlessly put-together. It shows up in fashion (flowy dresses, linen sets), interiors (paint colors, kitchenware), and branding (packaging, product design).
Package: Onsite, Email, Social, SMS/Push
viral pink couch
capitalizing on a singular product that gained viral recognition along with the brand, thanks to one influencer’s post. The brand teamed up with the influencer to complete her space and we built digital touch points across platforms around the virality of this modular marvel.
Package: Onsite, Email, Social, SMS/Push
